Guy Lister has been poached from shoe giant Office to be GAME's new chief operating officer.
Lister served as chief customer and marketing officer in Office, but has also previously held roles in New Look, Marks & Spencer and River Island.
"GAME Digital has ambitious plans to build and support gaming communities through retail, eSports, local competitive gaming, events and digital solutions,” GAME chief executive Martyn Gibbs said.
“Guy has the experience to lead the continued development of our UK multi-channel offer and drive forward a key pillar of our future growth strategy. I’m delighted to welcome him to the team.”
The company also announced its UK retail managing director Charlotte Knight will be leaving the company after 17 years. She was appointed to her current position in March 2015 but will leave in January 2017.
Gibbs said: "Charlotte has been a stalwart of GAME for 17 years with a distinguished career and has been a part of my leadership team for the past four years, making a huge contribution to the business during this time. We will be sorry to see her go and we wish her the greatest success in her future career.”
The company has been struggling financially in the UK and reported a 10.8 drop in gross transaction for the year earlier this month.
However, it remains optimistic as the advent of VR technology and the busy Christmas period are set to boost gaming and technology sales.