Update: Game Retail Ltd has made an official announcement confirming the unification of the GAME and Gamestation brands under one brand: GAME.
Rolling out through September and October, the move will see the current 122 Gamestation stores rebranded as GAME.
Game Retail CEO Martyn Gibbs said: "We are all incredibly excited about the fresh start that we have with Game Retail. GAME will build on the best of both brands to deliver excellence for gamers and unrivalled value for the gaming community.
"For example the Gamestation trade-in proposition, 'We Won't Be Beaten On Trade-In', will continue under the new unified brand and likewise the existing passionate and knowledgeable Gamestation staff will stay with us and continue to work in the rebranded stores to provide support and advice for all levels of gamer."
Original story: Game Retail Ltd has announced plans to ditch the Gamestation brand.
All of the retailer's stores will now operate under the GAME brand, MCV reports.
The firm has operated with a dual-brand identity since GAME purchased Gamestation from Blockbuster in 2007.
"At the moment we're researching with our store teams and various different gamer sets across the UK to determine what they want from a specialist," he said.
"It's obviously an enormous piece of work that we're going through and we're nearing the end of it. We will have the answers to this very shortly."
GAME has also announced that it will be investing in a host of customer initiatives from this October:
- GAME Hunter allows customers to access to the company's entire range, ensuring that gamers can get hold of all types of game, both old and new, physical and digital, order it and have it delivered it to any UK address
- A range of new in-store services will make the shopping experience much more engaging:
- Free Wi-Fi access in all stores, provided by BT Wi-Fi, will allow GAME to showcase its full range of content both online and in-store, creating a multi-platform shopping experience for customers
- More interactive fixtures such as in-store consoles and tablets allowing shoppers to try the games and experience before they buy
- The new GAME app provides customers with a gateway to all GAME has to offer, starting with the loyalty scheme and store finder and in future, access to the GAME community
- The new loyalty card proposition combines the best of the existing GAME and gamestation loyalty schemes, allowing customers to earn and burn points. It rewards customers for becoming more engaged in gaming, whether that's trading-in, buying pre-owned, or a digital product for the first time. There are plans to develop VIP experiences, targeted customer promotions and community access
- A bigger and better digital PC download offering with an extended range to give PC customers what they want. The aim is for this to become as successful as GAME's console digital business which currently has 50% share of the market
Gibbs said: "We are building a bigger, stronger and more nimble business - something that can be clearly seen from the speed at which we are introducing these new initiatives.
"This is only a snapshot of a whole host of exciting plans in the pipeline including new titles, formats, partnership and digital offerings. But it doesn't stop here. A big focus for us is growing our digital market share, becoming a true omni-channel retailer and holding the UK's biggest range of games, gaming gear and exclusive content, all of which will bring us ever closer to our goal of delivering excellence and unrivalled value for UK gamers."