Video game retailer Game has announced plans to pilot concessions within the stores of electronics retailer Maplin.
Initially in four Maplin stores only, the shop-in-shop trial could stave off potential store closures for Game – especially with 220 store lease renewals due by the end of 2018.
In the addition, the partnership presents Game opportunities “to gain or retain” high street locations, which has been a major priority for the retailer.
Nonetheless, the pilot concessions will have its own Game team selling the retailer’s video game ranges that should compliment the Maplin’s technology offerings.
READ MORE: WHSmith to roll out Game concessions
“Game has a similar market position to Maplin – a real expert in their category, with knowledgeable colleagues, who are passionate about what they do and who provide great advice to their customers; a great cultural fit,” Maplin chief executive Oliver Meakin said.
Game already has two concessions and WHSmith stores in Oxford and Birmingham Fort – a partnership the retailer is now looking extend.
The latest partnership with Maplin comes as Game recorded a 26.7 per cent plunge in pre-tax profit in the six months to January 28, followed by a profit warning June.
“This exciting new venture forms part of a wider strategy to fully utilise our lease renewal program to expand consumer access to Game‘s unrivaled gaming retail experience,” Game chief executive Martyn Gibbs said.