Deathwatch: GAME gloom again
The retailer is suffering after heavy discounting after the Black Friday, Cyber Monday and Christmas period. Basically, the group got more bodies through the door, but sales actually fell.
Of course, GAME went bankrupt two years ago, but last November, profits were up and they looked like they were going to get things rolling again.
Chief executive of GAME, Martyn Gibbs said: "Our strategy is to grow customer lifetime value and over the Christmas trading period, starting with Black Friday, we invested margin in offering gamers competitive product propositions through the bundling of games with hardware and reduced pricing, to recruit as many new generation customers as quickly as possible."
"We now have a huge customer base within the new formats, to sell both mint and pre-owned physical and digital content and accessories to over the long term."
"We have a solid line up of new physical and digital games being launched in our second half and have already secured a number of key exclusives. Our teams remain focused on delivering our unique specialist gaming experience for our customers."
Trying to woo people back through the door is one thing, but shooting yourself in the foot while you do it, is quite another.