Blog Post

GAME prepare for biggest trading year ever with Salmon

GAME prepare for biggest trading year ever with Salmon

Salmon, a Wunderman Commerce Company, has helped, the UK’s leading games specialist, prepare for what is anticipated to be the retailer's biggest trading year ever.

In 2012 Salmon successfully migrated Gamestation’s online platform to, following GAME Retail Ltd’s decision to provide their customers with one unified brand. Since then, Salmon have delivered a number of enhancements to GAME’s omni-channel strategy and are currently carrying out extensive performance testing and upgrading software to equip them for a record-breaking peak period.

Andrew Grainger, GAME’s Chief Technology Officer, commented, “With two new consoles, the Xbox One and PS4, and some stunning new games being released before Christmas we expect our website will come under an exceptionally heavy workload. Preparing now will ensure customers continue to receive a positive experience through both the website and mobile site.”

Using WebSphere Commerce’s Extended Sites functionality, Salmon have developed and enhanced GAME’s multichannel offering providing customers with a seamless, personalised experience whether on the web, in store or on mobile.

Andrew Grainger, GAME’s Chief Technology Officer, continued, ‘As an omni-channel games specialist, it is important for us to continue to deliver excellence and value for gamers across all our channels. Salmon has helped our online proposition stay strong and with the collaboration, we look forward to continuing to provide access to the best range of games and products, growing our digital market share and delivering excellence to gamers.’

Neil Stewart, CEO at Wunderman Commerce, said, ‘The GAME brand has proven strong through recent changes. It’s been a pleasure working with GAME since the original WebSphere Commerce multichannel platform delivery in 2011, executing the Gamestation migration and providing consulting support for trading initiatives. We’re pleased to see that our trading and usability services have helped GAME increase online sales.” Read the full press release here.