The ads, which launch mid-October, have been designed to build on last year’s campaign, Something Special for Everyone.
Game aims to highlight its value for money deals in the ads, which will run on TV and the radio, as well as in the national press and lifestyle magazines. Christmas promotions will also be flagged up online, in stores, in its catalogue and via direct mail.
“Gaming is no longer the domain of just teenage boys – it is now a family activity,” said Game marketing director Anna Macario. “Our marketing campaign reflects this shift, aiming for mass market customers and all family members, not just hard core gamers. We will be offering a range of Christmas promotions, delivering value on games consoles and software.”
Following customer research, the retailer is also carrying out several initiatives at its Gamestation stores to enhance the customer experience. Game chief executive Lisa Morgan said: “It’s about store signage, customer navigation and delivering everything that Gamestation is about. We’re also looking at ways to free up staff to serve customers and give expert advice during peak periods.”
A handful of stores have been refreshed already, but the revamp will now be rolled out to the entire chain. The changes follow similar initiatives at its Game stores, although Gamestation will maintain its separate identity.
Game bought Gamestation for£80 million in May last year when it had 217 UK stores and 1,800 staff. The deal was reviewed by the Competition Commission and cleared in January.
Game Group posted pre-tax profits of£68.4 million for the year to January 31.