GAME is adapting to the digital revolution by teaming up with Microsoft and introducing several digital selling methods. Referring to itself as the UK’s leading omni-channel videogames retailer, GAME sells online, in-store, on mobile and through its app.

Part of its strategy is to sell its computer games, like Xbox and PlayStation, through digital codes which are then downloaded onto consoles. Its GAME Wallet is also a major focus. The virtual wallet lets customers see how much they have to spend, and also combine reward card points with gift cards to generate a unique QR code that can be scanned at the check out in-store. John Stevenson, Peel Hunt analyst, tells Retail week “that it is only a matter of time before all computer games become digital only as gaming follows the music market, which is now dominated by streaming”.

GAME explains that the process of purchasing new digital Microsoft content from GAME will be easier than ever for our customers. Customer will be able to get gaming quicker by buying Microsoft digital currency and selected Xbox One and Xbox 360 digital only games and add-on content from GAME’s 320 UK stores, as well as through game.co.uk. In addition customers who have downloaded the GAME app will be able to use their new GAME wallet currency to purchase all products in store, as well as receiving reward points on all transactions.

Charlotte Knight, Category Director at GAME commented: “We’re incredibly excited to be partnering with Microsoft to bring a wide range of the best Xbox digital content directly to the UK gaming community. At GAME, our aim is to make digital content as accessible and simple as possible for all our customers, helping them to discover and enjoy the huge range of games available through GAME’s ever increasing digital offering”. “By purchasing through GAME, customers will also be able to earn Reward points on all their purchases, both in-store and online, as well as having the added benefit of paying through trading in, making it even easier for them to get gaming.”

Fred Prego, Insight and Reward Director for GAME said about the companies app: “We’re really excited about this latest innovation of the GAME app and is another example of how we’re delivering on our digital strategy – giving our customers new ways to access digital gaming and new innovative ways to pay. GAME Wallet provides a card-less and cash-less way of paying in store as well as helping our customers keep track of all their gaming purchases.

Liberum, the brooker commented in Retail week that: “GAME is on track on its omni-channel growth strategy and we are encouraged by the continuing growth in market share across all channels. GAME Wallet was successfully launched and will be fundamental to GAME’s position as aggregator a and provider of currency in the evolving market”.