WHSmith has announced it will roll out Game concessions across its 300-store retail estate.
This move, which will see a small number of trial concessions launched by the end of the year, is part of Games restructuring plan.
Following a torrid few years for Game, including a massive loan and a drop in sales of 81 per cent, the retailer is now making moves to shift its reliance on console cycles and sales.
This involves closing smaller stores and opening new larger stores which have room to incorporate gaming arenas, its new project. These areas which will host e-sports competitions, gamer events and virtual reality showcases are aimed to provide another revenue stream, as physical sales continue to dwindle.
These instore concessions aim to replace the smaller retail outlets that Game is closing. Although they are currently in trial phase, if successful they could be incorporated country-wide.
Previously WHSmith had devoted shelf space to video games and merchandise, however six years ago the retailer scrapped this due to being unable to compete with the then booming Game, HMV and Blockbuster.
Physical retail sales of video games has since plummeted, seeing Blockbuster disappear from the high street and HMV devoting far less resources to its gaming sector.