Game (retailer)

Game is a British video game retailer founded in 1990, currently owned by Frasers Group. The business operates in the United Kingdom and Ireland through in-store concessions and the Internet, while a separate company, GuideBridge Capital, licenses the Game brand to hundreds of standalone stores across Spain. Founded in 1990 by Peter Wickins and Neil Taylor, Game had grown to 86 stores across the UK when it was acquired in April 1999 by The Electronics Boutique PLC, the UK franchisee of Electronics Boutique. In April 2002, its parent company was rebranded as The Game Group PLC and all Electronics Boutique stores were rebranded to Game. Game expanded internationally during the 2000s, notably purchasing and rebranding Gameswizards in Australia, as well as acquiring various gaming store chains across Europe. In September 2006, its parent company purchased its main UK competitor, Gamestation. In March 2012, Game subsequently entered administration, and was rescued by OpCapita the following week. The Australian business collapsed, and its Irish and European divisions (excluding Spain) were either sold or closed. By July 2014, OpCapita reported that Game had successfully returned to profitability. In September 2014, Spanish operations expanded, with the acquisition of previous GameStop locations. In June 2019, OpCapita agreed to sell Game to Frasers Group for £52 million. By April 2026, all standalone Game stores in the UK had been gradually closed, with the brand repositioned as an online retailer and an in-store concession within Sports Direct and House of Fraser stores, including Lillywhites in Piccadilly Circus. Game Ireland was also reintroduced in a concession-based format within Sports Direct locations. In March 2025, Frasers Group sold Game’s Spanish operations to GuideBridge Capital for an undisclosed sum, with the brand continuing there under a licensing agreement.