UK retailer GAME decides to kill Gamestation brand

UK-based company Game Retail Limited has announced all its high street stores will operate under the GAME brand in future - a move that spells the end for the retailer’s other outlet business, Gamestation. The news came during a GAME conference being held today, according to MCV.

The two brands have co-existed under the same parent company since 2007, when Game Group purchased Gamestation. Both GAME and Gamestation stores have suffered closures since the Game Group (eventually renamed as Game Retail Limited) went into administration in March this year.

Despite being owned by the same company and both being in the bricks and mortar business of selling video games, the two stores were distinguishably different brands - GAME operating as a more parent-friendly and all-round presentable shop window for gaming, while Gamestation was about as close any corporate retailer has ever come to running a chain of game shops that felt ‘independent’.

No news yet of when the rebranding of existing Gamestations will happen.