Game holds talks with agencies over advertising account

Game, which claims to be UK’s largest specialist games agency, is in talks with a number of undisclosed creative agencies over its &£1.25m advertising account. The discussions are believed to be at an early stage.

It is not known if Game has an incumbent advertising agency. Media planning and buying is handled through MJ Media, which is not thought to be affected by the creative pitch.

Three years ago, parent company Electronics Boutique (EB) rebranded as Game (MW January 20, 2002). The move came following EB’s acquisition of Game two years earlier.

The &£6m revamp was implemented as EB believed the Game brand was simpler, more generic and more suitable for use in foreign markets. It was also expected to lead to less duplication in marketing work, while individual EB and Game brand managers were axed.

Almost 200 of the 300-plus stores were rebranded from Electronics Boutique as Game. The group now has 400 stores across UK and Ireland, with further networks in Europe.

The company has previously shunned advertising in favour of direct mail. EB has a customer database of millions, generated from loyalty and reward schemes.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here