The revamp comes as Game unveiled pre-tax profits of£2.7 million for the six months to July 31, compared with a loss of£7.1 million for the same period last year.
Like-for-likes – excluding sales figures from Gamestation, which the retailer acquired in May for£74 million – rocketed 45.6 per cent. The performance was driven by technology launches and associated software sales.
Game chief executive Lisa Morgan said that Click and Collect, which is similar to catalogue giant Argos’s buy online and pick up in-store service, and the relaunched web site would help the retailer “significantly” increase its online sales. At present they account for just 4 per cent to 5 per cent of total group sales.
Features of the new site include simplified and improved navigation, which Morgan likens to web sites such as Amazon, John Lewis and Marks & Spencer. Other features include news, reviews, videos and user-generated content. Morgan said: “We want it to be the place to go in terms of what’s out there.”
For the eight weeks to September 22, Game’s sales, including Gamestation, shot up 101.3 per cent, with a like-for-like increase of 44.9 per cent. This was achieved despite a strong comparative period, which included the launch of Nintendo DS Lite.
Numis analyst Jose Marco-Tobares said the “news on current trading is encouraging”, but warned the Competition Commission’s investigation of Game’s acquisition of Game-station – due at the end of January – will drag down the share price in the meantime.
Game operates 1,120 stores across the UK, Continental Europe and Australia. International sales, which account for a third of total revenue, soared 75.2 per cent, with like-for-likes up 39.5 per cent, lifted by a strong performance in France.
Separately, Microsoft released its Xbox 360 Halo 3 amid much hype this week. Game opened about 150 stores for the launch.