Games - GAME

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The GAME Group plc (LSE: ) or as its more commonly known highstreet name GAME, is a UK based video games retail company with over 500 stores across Europe in a variety of guises.

Electronics Boutique PLC, a UK and Ireland video game retailer with nothing more than a licencing deal with Electronics Boutique in the United States; purchased GAME in 1999, who were active in the UK, Swedish and Irish markets. It also purchased the BarrysWorld online gaming service, the French retailer ScoreGames and the Spanish retailer CentroMAIL to add to the bundle. In 2002, the Electronics Boutique stores in the UK and Ireland were rebranded as GAME, and the company name was changed. Despite the name change, a 1% sales royalty to Electronics Boutique remained until January 2006, despite court challenges by GAME to have it overturned.

In 2004 GAME announced that their first store in Denmark would be the group's 500th across Europe.

The company operates a loyalty scheme for its UK and Ireland schemes which offers a 2.5% cashback on all purchases, and has over 5 Million members as of 2004. They also offer a lowest price guarantee, although with limitations that restrict it to other land-based shops in close proximity. It also does not apply to their own website or other stores in the same group, as can be shown with variations in price between stores in different parts of Dublin.

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