Game is to relaunch the web site of its sister business Gamestation in an effort to strengthen its offer this Christmas.

The entertainment retailer, which acquired Gamestation in May last year, will move the site onto its existing£10 million IT infrastructure platform to strengthen its offer.

Game group chief executive Lisa Morgan said she wants to strengthen the Gamestation web site infrastructure to give it scale during the key festive sales period.

She added: “We want to create a better experience for the consumer by providing a robust platform for Gamestation to excel in future years.”

The retailer has also integrated the HR and property functions of Game and Gamestation to create better synergies. She said there are no plans to ditch the Gamestation name, because the two brands are “complementary”.

“The Gamestation brand gives us a way to reach more customers,” said Morgan. “We now have a dual property portfolio, in prime locations with Game and off-prime locations with Gamestation.”

The retailer said it wants to increase its group share of the online market, which stands at 12 to 14 per cent at present. “We’d be crazy if we didn’t want a bigger part of the market,” said Morgan.

Game Group sales rocketed 54 per cent in the 22 weeks to June 28. Like-for-like sales for the period soared 24.8 per cent.