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Game aims to be the first to enable gamers to shop, play and socialise on and offline

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Game aims to be the first retailer to enable computer gamers to shop, play and socialise both online and offline by bringing together multichannel retailing and live gaming.

Martyn Gibbs, chief executive at the computer gaming retailer, a Top100 retailer in IRUK Top500 research, said today that the retailer was on a journey “to build a company which, through a unique combination of multichannel retail, live gaming and digital services, delivers a highly compelling proposition – providing gamers the opportunity to discover, buy, socialise, watch, compete and play in both physical locations and virtually. Today, no other business does this for the gamer. We plan to be the first.”

Alongside this strategy the retailer also plans to develop new business opportunities within and beyond retail, and widen its customer relationships at the same time. “We are positioning our business in this changing world to ensure that what we do is relevant for our customers and our suppliers,” he said. “We, like many other companies, have to constantly adapt and change in order to grow. Our strategy and business plans are designed to achieve this.”

The update from the computer gaming retailer came as Game Digital announced final results for the year to July 30 2016. Revenue of £822.5m was 5.1% down on the same time last year and pre-tax profits of £4.9m were 81% down on the £25.8m reported a year earlier.

However income across digital, events and e-sports rose by £45.2% to £6.1m.

Mobile accounted for 45% of UK online traffic and 26% of UK online sales over the last year, and the company said that both its mobile apps and its social channels were becoming “increasingly popular channels for customer communication and engagement”. An upgrade to the UK app will provide enriched content – part of its mission to increase both the relevance and richness of content to increase engagement along the customer journey.

Gibbs said that the management team had responded quickly to a tough year in UK retailing by improving its supplier terms and looking at ways to cut costs.

He said the retailer was engaging strongly with customers in the UK and Spanish markets where it is diversifying into areas including digital content, and pre-owned phones and tablets. Live gaming and digital services were also a focus.

“We recognise that we need to continue to reposition and transform the business,” he said. “We have a clear vision to build a company that combines multichannel retail, live gaming and digital services to deliver a highly compelling and unique combination of products and services for gamers. This planning is being implemented quickly across the business with further expansion and development of new and growing activities as well as trialling new concepts such as in-store gaming arenas.

“Looking forward, we are encouraged by the strong line-up of highly anticipated new consoles, virtual reality headsets and games scheduled for launch over the next 12 months that will drive new growth and impetus to the market and our business together with the wider growth opportunities for the group.”

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