[Scarlett.]

Game Retail has announced today that all its stores will now operate under one brand – GAME.

MCV understands that an announcement was made during the GAME Conference today.

It means an end to the firm’s dual-brand identity. It has operated both GAME and Gamestation stores since it acquired the latter chain from Blockbuster in 2007.

It follows comments made to MCV last week from CEO Martyn Gibbs, who said the company is researching what gamers ‘want from a specialist.’

Gamestation was formed in 1993 in York and by 2002 had 63 stores. It was then sold to Blockbuster who aggressively rolled-out stores until the brand had almost 240 on the High Street. GAME then acquired Gamestation in 2007, with the store’

MCV will reveal more on the new changes happening at Game Retail over the coming days.