Gamestation stores to be re-branded as GAME

GAME Retail has confirmed previous reports that it will be rebranding all Gamestation stores under the GAME umbrella.

Gamestation was acquired by its one-time rival back in 2007, though it has now been revealed that the retailer’s 122 shops across the U.K. will now fall under the GAME label.

GAME announced that the changes will be rolled out through September – October 2012.

“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," commented GAME Retail CEO, Martyn Gibbs.

"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."

GAME itself ran into major financial difficulties earlier this year, which affected pre-orders for some of the year’s biggest titles including Mass Effect 3 and Street Fighter x Tekken. The company eventually went into administration in March 2012 but was later snapped up by OpCapita.

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