Game loses marketing director just a month after going public

Game marketing director Ailsa McKnight has left the business less than a year after joining.

Game’s new marketing chief will help unify its digital and high-street offering.

Her departure will be a blow to Game, coming just after its recent IPO and rebrand to Game Digital. McKnight has taken up a new role as senior director of marketing at gaming firm GTECH. Details of who will take over responsibility for marketing will be announced shortly, a Game spokesman says.

McKnight joined Game from Ladbrokes in August last year tasked with sparking a renaissance of the brand after it was brought out of administration by OpCapita in 2012. Her main focus has been on unifying Game’s online and high street offering, including the launch of a mobile wallet that allowed customer to make purchases in-store via their smartphone, as well as earn loyalty points and redeem gift cards.

That strategy does appear to be paying off, with revenues at the retailer rising to £815.7m in the 52 weeks to 25 January, up from £666.3m the previous year. Its shares are also at their highest level since the IPO on 6 June and are currently worth 215p.

Game credited its “omni-channel approach” for boosting customer engagement and sales.

It has also benefitted from the launch of two new consoles – Microsoft’s Xbox One and Sony’s PS4 – over the past year and an associated uptick in game title sales.

Game now operates 560 stores in the UK and Spain. In the year to 25 January it took £47m in profits, before interest, tax and other costs.

Hide Comments1 Show Comment

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