Our customers

Understanding the technology is only part of the story. At GAME Group, we're passionate about understanding our customers too. New products have made a huge impact in the last four years. Time was when video game consumers were mostly males in their teens or early 20s. Now, they’re the ‘core gamers’. Today’s consoles attract children, the over 30s and women too – the ‘mass market gamers’.

Giving gamers what they want

In the late 1990s over 88% of our customers were male. In 2009 over 36% of our customers are female. This broadening appeal means our stores and websites must satisfy demands from a wide variety of gamers. How do we go about it? We offer customers a range of specialist services that fit their needs.

Firsly, we have different brands. Each has a well established identity and proposition which appeals to different customers.

Most importantly, we offer every single customer outstanding service. Here's what makes us different:

  • Employees – we recruit and train the best people to give outstanding specialist service
  • Product and range – we have the widest range of products with attractive deals and promotions
  • Preowned – more choice at temptingly low prices with the advantage of trade-ins as well
  • Customer loyalty – the GAME Reward Card offers customers points which equate to a 2.5 per cent discount on all products. We're working on a similar scheme for our Gamestation stores.

All of these services drive loyalty with our customers and help us understand what they need. We use this insight to evolve our offer, and stay ahead of the game.