GAME extends online reach with Gameplay purchase

Leading UK videogame retail chain GAME has made an aggressive move into the online retail space with the acquisition of online retailer Gameplay, which is expected to continue to operate as a separate brand.

The Gameplay portal will join the existing GAME online store as part of the GAME Group's online portfolio, which has become an increasingly important part of the business in recent years.

Although a spokesperson for GAME said that it's "too early right now to say" what will happen to the Gameplay brand and service in the long term, for now it's business as usual for the "e-tailer," with customer service representatives assuring customers that nothing has changed about how it operates for now.

Gameplay, which was owned and operated by Andy Mee and Lisa Burke, who will continue to helm the company following the acquisition, has had a chequered history.

The firm went through a period of massive expansion during the dot.com boom, fuelled by a major stock market flotation. That expansion saw the firm buying up BT's Wireplay online gaming service and launching its own TV show on Sky One, as well as planning to launch itself as a game publisher.

However, the technology crash hit Gameplay.com (as then was) hard, and eventually the profitable boxed games business was bought out by its management as the remainder of the company collapsed.