Game pulls insights and loyalty into new marketing director role

Game has pulled insights and loyalty responsibilities into the marketing director role following the promotion of senior marketer Fred Prego to the position.

Game has refitted all its stores to fuel its omni-channel strategy.

The beefed-up role sees Prego continue his previous remit as insight and reward director with added responsibility for brand marketing, creative, social media and customer experience. It brings the company’s data analysis and research panel, which launched in January, closer to its investments to become an omni-channel retailer.

Prego’s immediate focus will be managing Game’s Christmas campaign across TV, radio, print and online. Tactical and PR activity will also run closer to Christmas with the retailer hoping to cut through to last minute shoppers.

Creative reflecting the insight that to gamers Christmas is a period when they can catch-up on the latest releases, with Game being positioned as the best place to go for advice and inspiration, links the ads.

The advertising push caps off a transformational year for Game after it cemented its bounce back from administration in 2012 with strong sales over the last 12 months. Sales jumped 31 per cent to £681.8m in the 52 weeks to 26 July due to demand Game claimed was driven by its ecommerce site, app, reward programme and online “Game Wallet”.

Prego says: “Off the back of a fantastic year, our focus turns to growing the business through really connecting with our customers in-store, online, through our Game Reward app and media as well.

“We have some fantastic initiatives coming up over the next couple of months and beyond to strengthen our community, connect with our customers and help the uninitiated to take their first steps into the wonderful world of gaming, ensuring that it’s game season for everybody.”

Prego fills the vacancy left by Alisa McKnight who left in July, less than a year after joining from Ladbrokes. Prior to joining Game last year, Prego was head of marketing at Avios.

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