Game plans aggressive Aussie rollout

Game to launch online retail, 25 new stores before the end of 2007; conducting a national recruitment drive for staff.

When UK retailer The Game Group bought Aussie chain Gameswizards in September last year, its first move was to rebadge all of the local stores to the Game retail brand. Company executives also promised an "aggressive rollout" of new stores in Australia. That expansion seems to be on the verge of occurring, with Game Australia managing director Robert Lukic saying the company now plans to open "in excess" of 25 new stores before the end of 2007.

Lukic said Game would be opening new stores in Western Australia, South Australia, and Queensland, as well as more locations in New South Wales and Victoria. The majority of existing Gameswizards stores have also now been transformed into Game-branded locations. There are currently 26 Game/Gameswizards stores in Australia.

"We plan to expand rapidly over the next three years. We'll open in excess of another 25 stores prior to Christmas this year. We'll really become a national retailer to support our current New South Wales, ACT, and Victorian stores. There will be a heavy lean towards the States where we don't have a lot of openings, particularly in Western Australia, South Australia, and Victoria," Lukic said. "Queensland is probably the toughest market for us to open stores this year because of property availability. Some new stores will be opening in Sydney as well--Chatswood is under construction, Bondi Junction also, and a few others in Sydney as well."

"Given that property is opportunity-led, quite often you don't get the opportunity to open stores at, let's say, three a month. We have some months coming up where we will open 10 stores at a time, and we'll have other months where we'll only have one or two stores opening."

As well as bricks and mortar stores, Game plans to launch a comprehensive online retail offering. The new Game online store in Australia will launch "in the next two months," Lukic said.

"It's [online retail] another opportunity for consumers to get access to a large selection of games, knowing it's backed up by a competent delivery system and competent stock levels so we can ensure timely deliveries," he said.

"We plan to build a robust Web site that incorporates an intelligent gift selector linked to customer sales data, so people can log in and use their membership information to allow them to have a customisable entry page. We'd also like to incorporate a pay-per-month downloadable game content service, and we're working on that currently. And we're working on how we would link some of our preowned offerings on our Web site."

Despite the plans for rapid expansion, Lukic says Game Australia still has some ways to go before matching the scope of its main competitor down under, EB Games. "EB is clearly the dominant retailer in the marketplace in terms of their geographic locations. And I think EB's leading market position will be here for some time. We certainly plan to deliver, on a location by location basis, the best possible consumer experience," he said.

With 25 new stores in the pipeline, Lukic said one of the major challenges for Game was to find new staff. Lukic said the company is on the lookout nationally for sales staff, store managers, and area managers. The company has set up a special e-mail address--careers@game.com.au--for enquiries.

42 Comments

  • Guyver24

    Posted Jun 17, 2007 8:24 pm PT

    Have a Game store open in Knox Vic - Their prices and on par with EB and will match anything JB has. ** And the New Games are all sealed** unlike EB!!!!

  • Balck_soul

    Posted Jun 17, 2007 3:12 am PT

    We live in the internet age now, who needs retail stores to rip you off paying full price for games, when there is ebay etc Also you can sell ur games there and get more money rather than trading them in.

  • rokkuman09

    Posted Jun 16, 2007 10:19 am PT

    Awesome, the Australian gamers need more games, and less stupid laws that ban games.

  • Pete5506

    Posted Jun 14, 2007 8:07 pm PT

    Ya I am glad I get to pay less for games

  • kragore

    Posted Jun 14, 2007 3:00 pm PT

    woo i may be going to australia this christmas lol might go and laugh at all the ppl being ripped of in GAME lol

  • razu_gamer

    Posted Jun 14, 2007 11:09 am PT

    ok.

  • salvaster

    Posted Jun 14, 2007 9:15 am PT

    Keep rolling, rolling, rolling. Keep rolling, rolli....

  • fartys

    Posted Jun 14, 2007 7:38 am PT

    Nice picture khanhAgE

  • KhanhAgE

    Posted Jun 14, 2007 7:27 am PT

    Well, how old are the people who usually trade games? Kids? Cause I as hell would never buy anything from a kid on ebay (can kids even sell things on ebay?).

  • valakos

    Posted Jun 14, 2007 7:11 am PT

    jb-hifi kills EB price wise; a word of warning for those with second hand games, GAME and EB will rip you off so sell on ebay, where you'll always get the proper market price (i don't understand why ppl trade when ebay is far more competitive on price)

  • I-am-Error

    Posted Jun 14, 2007 6:51 am PT

    I must admit though, their whole trade-in/pre-owned policy does seem rather dubious...

  • I-am-Error

    Posted Jun 14, 2007 6:48 am PT

    Diablobasher-

    "but there new stuff is a complete ripoff, especially considering it's not sealed, ever."

    Hmmm... this isn't generally a problem I have with any of the GAME's in the north-west of England and I've been buying all of my games/consoles from there since the PS1 was released- the exception being when I've bought an older game which they've had in stock for a while and are basically trying to clear out. This can be irritating, but considering how cheap those games usually are I don't feel the need to complain. If they ever tried that on me with a recently released title then I'd just request that they got me a sealed copy. And at least the guys you get working at GAME know how to handle a disk or cartridge. Try buying a game from my local Morrisons or WH Smiths... dude, its physically painful to watch them fumble it out of the little slip and faff about putting it in the box. Seriously... PAINFUL.

    Sorry if I'm sounding a little stuck-up, it just bugs me that GAME gets so much stick all the time. Seriously, where do you guys get some of these ideas? Sure, its generally cheaper to get stuff online, but its hardly a "rip-off" considering that you'll never pay above RRP. Besides, I'm not quite past the stage of dealing with actual human beings yet.

    Alright then, let the flaming begin...!

  • blacktorn

    Posted Jun 14, 2007 5:55 am PT

    GAME suck

  • DarkManiaN_1979

    Posted Jun 14, 2007 5:48 am PT

    I live in western suburbs Sydney, and here there are like 3 or 4 EBs within 20 km. Its ridiculous and I'm guessing that GAME won't even bother trying to compete with them out here.

  • Iorning_board

    Posted Jun 14, 2007 5:02 am PT

    Strikers is a massive improvment on the first, good to see it #1

  • marsgodwar

    Posted Jun 14, 2007 4:23 am PT

    They seem pretty good, though I'm afraid JB sits ahead.
    My only issue is the pink... I was afraid to walk in the store when it changed at the local games wizards...
    I'll still shop there instead of EB... EB sales hurt my head... throwing plastic bags at me as I walk through the door... they have no concern for taller gamers I tell you

  • aus_pride

    Posted Jun 14, 2007 4:09 am PT

    I just got a job there peoples!!! YEH!!

  • timsamuel

    Posted Jun 14, 2007 3:36 am PT

    GAME in miranda is rubbish compared to Jb and EB's

  • sempiternal

    Posted Jun 14, 2007 2:50 am PT

    Hopefully it will be good for competition.

  • Septimus

    Posted Jun 14, 2007 2:40 am PT

    Poor Australians.... get ready for a price hike for all your gaming needs.

  • Eraak

    Posted Jun 14, 2007 2:21 am PT

    GAME is the biggest retailer of gaming goods in the UK, they also recently bought out their leading rival for £78 million (Like $150,000,000) making them the undisputable leading game retailer of the country.

  • theclaw135

    Posted Jun 14, 2007 2:15 am PT

    Wow. I'm not familar with then, since GAME doesn't have even a single USA location.

  • Irve

    Posted Jun 14, 2007 2:04 am PT

    great .. more retail outlets .... erm ... shame i shop online

  • TicTac8745

    Posted Jun 14, 2007 1:02 am PT

    Ooo... I really want to get a job then

  • kavadias1981

    Posted Jun 14, 2007 12:49 am PT

    lol GAME, biggest rip-off merchants in the world.

  • meesey01

    Posted Jun 14, 2007 12:40 am PT

    i might apply for a job...

  • wrattman91

    Posted Jun 14, 2007 12:31 am PT

    meh im n qld and gametraders is my store

  • Jin66

    Posted Jun 13, 2007 11:00 pm PT

    If wont beat jb, their prices arent even close. Jb have too strong a buying power atm.

  • themovi3nut

    Posted Jun 13, 2007 10:54 pm PT

    Sagacious_Tien - lol i might!

    diablobasher - i don't know where your from but things are different in other countries..

  • diablobasher

    Posted Jun 13, 2007 10:42 pm PT

    Don't stand for it Aussies, Game is rubbish! Don't buy 'new' games there im telling you. There second hand selection isn't too bad price wise considering the 3 for 2, but there new stuff is a complete ripoff, especially considering it's not sealed, ever.

  • Scott1313

    Posted Jun 13, 2007 10:39 pm PT

    I'm in Melbourne and have never heard of them. Are they a recently new store in Australia?

  • Sagacious_Tien

    Posted Jun 13, 2007 9:48 pm PT

    *wonders how many people will email after reading this story...*

  • Ground_Zero

    Posted Jun 13, 2007 9:15 pm PT

    there was a gamewizards in chatswood a few years ago but nowhere near the two big shopping centres. closed down coz of that. prob wont be as good JB tho there dam cheap n if its not in chatswood westfield i wont shop there, im to lazy to go to chatswood chase :p

  • the-very-best

    Posted Jun 13, 2007 8:44 pm PT

    Hopefully it's better than EB, but I doubt it's better than Target, Kmart and JB Hi-Fi for games.

  • NathanBennell

    Posted Jun 13, 2007 8:35 pm PT

    Preparing an application to send now.

  • 6matt6

    Posted Jun 13, 2007 8:08 pm PT

    GAME SUCKS IN THE UK! seriously they make you buy everything in bundle and rip you off at anything they can(trade ins etc.)

  • nick1928

    Posted Jun 13, 2007 7:47 pm PT

    haven't heard of GAME or gamewizard either, but noticing that they don't seem to have tasmania on their list at all i probably won't see one anytime soon.

  • dc0079

    Posted Jun 13, 2007 7:42 pm PT

    Good news, but right now GAME in my area is so expensive, even worst than EB .
    Still good to have some competition.

  • ta1snake

    Posted Jun 13, 2007 7:36 pm PT

    I hate EB. Keep it up GAME.

  • sonic0491

    Posted Jun 13, 2007 7:16 pm PT

    this sounds great! ive never heard of GAME or gamewizard in SA where i live so this is excellent, a new game store for us! all we have right now is the gametraders (bad trade ins, but okay prices) and EB games (bad trade in, high prices, except for some specials)

    BRING ON THESE NEW STORES!

  • langrisser2005

    Posted Jun 13, 2007 7:06 pm PT

    Hmm interesting, more GAME setting ashore. Good for us, more game stores!

  • bigboy2555

    Posted Jun 13, 2007 7:03 pm PT

    cool

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