Our strategy

Our vision is to be our customers' first choice for all of their gaming needs.

In February 2011 CEO Ian Shepherd outlined a clear strategy to achieve this, called Dedicated to Gaming.

It has five drivers for growth which build on our current business strengths.

We will:

  • Grow our web and digital business dramatically,
  • Ensure our great stores work seamlessly with our web offering,
  • Deliver the very best range of games and gaming products to customers, including products you can’t buy anywhere else,
  • Make games more affordable by creating different ways to buy and own them
  • Build on our amazing Reward and Elite loyalty cards by developing personalised communications with all of our customers to make sure we give them the best advice.

Click here for the Strategy presentation

Click here for an interview with CEO Ian Shepherd

Customers