Digital overhaul for GAME

GAME plans to seriously beef up its digital strategy in 2010, MCV understands.

The High Street games retailer this week launched the GAME Moonbase on PlayStation Home – the first part of a new push to reach download-savvy consumers.

The Moonbase is a virtual area that features mini-games, meeting places, video screens and internet browser terminals. In time these will allow gamers to buy mail order products direct from GAME websites.

The firm has not ruled out launching similar digital services on Xbox Live and other partner platforms.

This is the latest step in our strategy to look after customers in every channel they need us,” GAME’s online boss Alex Croft told MCV.

The digital space has many opportunities for the industry, and we’ve got lots of ideas about how to use our core retail strengths to help customers engage with us to find the best entertainment that the world can offer.”

MCV understands that GAME is also planning to spruce up the download offer available via GAME.co.uk.

Currently, its PC download service is a white label offering handled by Metaboli.

Last year GAME signed up former Metaboli director Paul Howes on a short-term contract. But MCV has learnt that his role as general manager for digital services has now been made permanent.