Login | Signup

EA: GAME "Will Be A Phoenix Rising From The Ashes"

Jonathan Lester
EA, GAME, UK retail

EA: GAME "Will Be A Phoenix Rising From The Ashes"

"GAME Is Full Of Good People"

After GAME announced administration filings yesterday, EA has spoken out to suggest that the chain - and its employees - could definitely survive in some form. However, apparently a different approach will be needed for whoever decides to take over the chain.

Speaking at the Westminster Media Forum earlier today (via GamesIndustry), EA's UK managing director Keith Ramsdale suggested that there's still space in the market for GAME, but that big changes would be needed regardless of who takes over the firm. He pointed at strong sales figures for Mass Effect 3 and FIFA Street to illustrate that other retailers have the right idea.

I do hope and believe there will be a phoenix rising from the flames. GAME is full of good people, it’s a good store, I just think they need a different approach and I’ll think they’ll have one.

GAME is one retailer out of many, albeit historically a very good retailer. Without talking numbers I can tell you that when we shipped Mass Effect and FIFA Street we were very pleased with our numbers in the UK and GAME were unable to buy them.

Ramsdale also suggested that GAME (or their future buyers) should use a "multiform" approach to retailing, and distance themselves from the traditional notions of selling "just the shiny discs."

Would I rather there is a GAME? Absolutely I would. I believe that a specialist retailer does a lot for this industry. One of the opportunities for a specialist is to be much more multiform at than they currently are, to the point of Apple or Android.

If you look at the current retail base, HMV seem to be stepping up and seem to be more solid. Amazon have done a good job of picking up content, so yes, there’s more than just GAME. The opportunity for video game retailers is think broader than just the shiny discs.

It's a beacon of hope for the retailer, though it's worth noting that EA's relationship with GAME became incredibly frosty (and Mass Effect 3 was arguably the straw that broke the camel's back).

Current rumours suggest that no less than six buyers may be interested in securing GAME's assets, and Gamestop is reportedly holding off due to owning too many French stores already. Watch this space.

Add a comment6 comments
Jerec  Mar. 22, 2012 at 19:17

Choices UK managed to stay afloat online for a bit after they went under, perhaps GAYME can too.

Although admittedly, why bother when we have the list of Zavvi that sell games are reasonable prices!

DivideByZero  Mar. 22, 2012 at 20:40


You trying to tell us something?


Jerec  Mar. 22, 2012 at 21:19

Why? You interested?

DivideByZero  Mar. 22, 2012 at 22:05

What ever would give you that impression? Would it be the 4 kisses?

Jerec  Mar. 22, 2012 at 22:23

Yeah that, that and the huge erection you seem to be sporting in those pictures you sent over.

DivideByZero  Mar. 23, 2012 at 09:24

Writes "huge erection" on CV.

Get you ANY job that will...

Anyways, enough of this. Back on track, Game is going, will be hard to replace it with anything worse in terms of game shops so good luck to all the staff for the future and hope something good does come out of this.

Email Address:

You don't need an account to comment. Just enter your email address. We'll keep it private.