Game Retail, who own both the remaining GAME and Gamestation stores across the UK, have announced that in the coming months, all 122 active Gamestation stores will be rebranded to GAME, in an attempt to boost the business and increase stability.

The company has endured significant struggles in the last year financially and was, in fact, unable to stock big name EA titles earlier this year such as Mass Effect 3, SSX and FIFA Street due to a lack of funds. This ultimately led to the closure of a large proportion of both the GAME and Gamestation stores across the UK and resulted in mass redundancies for the loyal employees that occupied those stores, many of which were students and young people. The finger of blame has been pointed in many directions by people attempting to find some reason for the sudden struggles of the company. Many have pointed to the dip in preowned sales, likely caused by the increase in the online pass system and single use codes that are only available in games that are bought brand new. Others meanwhile, have claimed that it is the growth in online retail that is to blame. Online retailing is booming at the moment, not just in the gaming sector, due to the fact that it offers a quick, convienient way to shop that is often cheaper than going out to the shops themselves. Because of this, many people are now choosing to buy/ pre-order their games from trusted online retailers now rather than in-store.

Whatever the reason, the fact of the matter is that GAME survived by the skin of it’s teeth and is now looking to recover some stability to the brand. GAME retail boss Martyn Gibbs has stated that ”The new GAME will combine the best of both brands”. He also outlined future plans to bring more business into the store including the intriguing scheme named GAME Hunter. The scheme will aim to track down new and old, physical and digital copies of games for customers as part of a delivery service. He also announced that any gamestation elite card points will transfer over to the new stores after the rebranding so their is no need to go out and panic spend those point.

No word yet as to what will happen to both www.game.co.uk and www.gamestation.co.uk but my prediction is that they will be rolled into one website as well. What are your thoughts on the whole situation? Let us know in the comments section below.