Amid decline, offline game stores like GAME remain vital to the gaming ecosystem

UK gaming retail brand GAME has undergone significant changes over the past year, following its acquisition by Frasers. According to Eurogamer, these changes include the discontinuation of its long-running trade-in scheme and the sale of pre-owned games, alongside the continued trend of store closures on the high street.

These shifts seem to have seemingly been noticed by gamers – defined here as those who play on PC or console for at least an hour weekly – with data from YouGov BrandIndex showing a notable decline in GAME's public perception. Over the past year, GAME's net Satisfaction score has dropped from 28.1 to 20, while its net Impression score has fallen from 22.7 to 14.6.

Despite such challenges, offline game stores, including GAME and others like it, remain a valuable part of the gaming ecosystem. According to survey data, 21% of gamers still browse in physical stores as a source of information about new games.

While this is lower than the 39% who rely on online shops or the 28% who turn to friends and gaming websites, it underscores the continued relevance of offline stores as a discovery channel.

Moreover, gamers who browse in stores are among the most active buyers. Nearly three-quarters of gamers (73%) of those who gather information from browsing in offline shops purchase more than two games in a six-month period – a proportion that is second only to the 86% of gamers influenced by gaming magazines and higher than those who rely on online shops (64%) or gaming websites (65%).

Interestingly, while browsing in physical stores drives higher purchasing activity, it does not necessarily translate into more hours spent gaming. Thirty-eight percent of those who browse in offline shops play games for more than seven hours per week, a figure on par with gamers who gather information from online shops but slightly lower than those influenced by gaming magazines or gaming websites. This highlights a unique characteristic of offline game stores: their ability to engage a consumer segment that is dedicated to buying games, even if not the most avid in terms of playtime.

Amid the challenges faced by brands like GAME, the data reinforces the enduring importance of offline game stores in the gaming industry. They provide a space for discovery and purchase that complements digital platforms, ensuring they continue to hold a meaningful role in the gaming ecosystem.