UK video game retailer GAME is reportedly on the brink of entering administration for the second time. Owned by Frasers Group, the company has filed a notice of intention to appoint administrators, a move that grants it a ten-day protection period from creditors while it assesses its options. This follows a period of declining sales and significant restructuring within the business.
Key Takeaways
- GAME has filed a notice of intention to appoint administrators.
- The retailer was previously rescued by Frasers Group in 2019.
- Recent years have seen GAME scale back its operations, including pre-order and trade-in services.
- Weak Christmas sales are cited as a contributing factor.
A Familiar Path for GAME
GAME, once a dominant force in the UK’s video game retail landscape, has a history of financial struggles. Founded in 1992, the company grew through acquisitions but faced significant difficulties in the early 2010s. It entered administration in 2012, leading to the closure of nearly 300 stores, before being acquired by Mike Ashley’s Frasers Group in 2019.
Recent Restructuring and Challenges
In recent years, GAME has undertaken a series of significant changes to its business model. These include winding down its pre-order business, exiting the pre-owned market, and discontinuing its Xbox All Access and reward schemes. The retailer also stopped offering in-store pre-orders and made substantial redundancies, including letting go of the majority of staff at its head office. In 2025, the company confirmed it had been forced to cancel "some" pre-orders for the upcoming Nintendo Switch 2.
Despite these cutbacks, GAME’s Managing Director, Nick Arran, previously stated in 2023 that gaming remained the company’s core business. He expressed a belief in the enduring place for physical games, comparing collector’s editions to vinyl records and highlighting the appeal for gift-givers. However, he also acknowledged the need to be realistic about declining physical sales and to fill the gap with other offerings.
Impact of Weak Sales
The current move towards administration is reportedly linked to weak sales experienced by many high street retailers during the recent Christmas period. The filing of the notice of intention to appoint administrators, spotted by The Business Desk and reported by Bloomberg, was made via law firm RPC.
Sources
- UK retailer Game looks like it’s about to enter administration again, Video Games Chronicle.
- Report: UK retailer GAME is going into administration again, GamesIndustry.biz.
