March 22, 2012, 16:06

EA Believes GAME Will Rise From The Ashes

By Ryan Martin, Writer

Troubled retailer GAME will rise from the ashes, according to EA UK boss Keith Ramsdale.

Speaking at the Westminster Media Forum, Ramsdale said he expects the specialist store to take a ‘different approach’ and return to the High Street after the administration process is complete. He also stated that sales of Mass Effect 3 and FIFA Street were strong despite GAME unable to stock the two big March titles.

“I do hope and believe there will be a phoenix rising from the flames. GAME is full of good people, it’s a good store, I just think they need a different approach and I’ll think they’ll have one,” said Ramsdale.

“GAME is one retailer out of many, albeit historically a very good retailer. Without talking numbers I can tell you that when we shipped Mass Effect and FIFA Street we were very pleased with our numbers in the UK and GAME were unable to buy them.”

The UK boss added that GAME should look towards Apple and Android for inspiration on how to make their return a triumphant one.

“Would I rather there is a GAME? Absolutely I would,” he said. “I believe that a specialist retailer does a lot for this industry. One of the opportunities for a specialist is to be much more multiform at than they currently are, to the point of Apple or Android.

“If you look at the current retail base, HMV seem to be stepping up and seem to be more solid. Amazon have done a good job of picking up content, so yes, there’s more than just GAME. The opportunity for video game retailers is think broader than just the shiny discs.”