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Game invests in digital signage to help engage customers

Video games retailer Game Digital has completed the roll-out of new digital signage players across its UK store portfolio, with the company looking to use the technology to boost customer engagement.

The installation comes after the retailer reported a successful trial in 50 of its stores, and now means all Game shops have a minimum of four screens to help reinforce the company's specialist proposition.

Displays behind the counters play video content from the newest games, exclusive products and latest events, as well as promoting a range of other products and services available through Game. Two screens are positioned towards the front of stores, highlighting special offers available on the PlayStation and Xbox, while the fourth screen is deployed in the store window to attract footfall.

Digital signage media player provider BrightSign's equipment has been used for the new store technology, and the installation was carried out by digital signage company Freehand, The 1,300-plus players were supplied by BrightSign distributor, Pixels.

Game's larger flagship stores feature BrightSign's video walls, for extra impact.

Fred Prego, marketing & insight director at Game, commented: "To serve and build our loyal community of gamers, we recognise that digital signage can play a key role as we continue to improve our ability to engage with our customers and offer the best possible experience and offers available.

"With our fast changing market leading deals, these signs play an integral part in customers' education and discovery of both physical and digital content." 

Game's investment in its stores comes at a challenging time for the business, with the company announcing in the week before Christmas that it expects profit for the six months to 23 January 2016 to be down around 30% year on year to £30 million. The organisation blamed slow take-up of games for the new Xbox One and PlayStation 4 consoles.

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