UK Game Retailer Faces Administration Again in 2025

The iconic British video game retailer Game is facing its second potential collapse in just over a decade. The company, now owned by retail giant Frasers Group, has filed a Notice of Intention to Appoint Administrators (NOI), essentially a preliminary step before entering administration. This filing gives the business a 10-day protection period from creditor claims while management scrambles to find a lifeline.

From Gaming Empire to Struggling Survivor

Founded in 1992, Game once dominated the UK video game retail market. The company aggressively expanded by acquiring competitors including Virgin Games, Electronics Boutique, and Gamestation. However, the digital revolution hit hard.

In 2012, Game entered administration for the first time—a shocking development that saw nearly 300 stores close and over 2,000 employees lose their jobs. Publishers even refused to supply the retailer, with major titles like Mass Effect 3 missing from shelves.

The Current Situation

Today, Game operates approximately 240 stores across the UK, many as concessions within other Frasers Group locations like Sports Direct and House of Fraser. Recent strategic changes paint a concerning picture:

• Discontinued pre-owned game trading
• Eliminated pre-order programs
• Removed loyalty reward schemes
• Closed Basingstoke headquarters in 2025

Why Physical Game Retail Is Dying

Despite Game director Nick Arran claiming in 2023 that “Gaming is our core business and we will be last man standing selling physical video games,” the reality tells a different story. The industry has fundamentally shifted toward digital distribution through platforms like Steam, PlayStation Store, and Xbox Game Pass.

The convenience of instant downloads combined with competitive online pricing from Amazon and other retailers has made traditional game stores increasingly obsolete.

What Happens Next?

Administrators from law firm RPC have 10 days to assess options and find potential buyers. However, prospects look grim. The video game retail market has become even more hostile to physical stores since 2012. Employees are already being advised to seek legal counsel regarding their employment rights, suggesting potential mass layoffs ahead. Game’s crisis represents a cautionary tale about failing to adapt to digital transformation in retail.