03/12/2014

GAME unveils first annual report

BY Carly Mercer

Gather, the strategic communications consultancy, has rolled out the first activity for GAME Digital plc (“GAME”), since it was appointed by the specialist games retailer in July, following a competitive pitch.

The activity, which included the design and composition of the company’s annual report is its first since the IPO in June.

A key requirement of the brief was to ensure that GAME was seen, not just as a specialist retailer for the latest games and consoles, but as a community hub for gamers to interact with each other and share their experiences.

Gather was tasked with creating a report that allowed the personality of the brand to shine through, yet still presented the corporate message that resonates with investors and engages employees.

Through understanding the underlying message that GAME wanted to communicate with its community of gamers, Gather designed the report to connect six key strategic areas of focus: be the number one destination for gamers, excel in all digital areas, build community engagement, develop insight capabilities, drive new business and maintain financial discipline.

Gather’s task was to combine these areas into one, cohesive document showcasing the internal value that the GAME brand has placed on the gaming community and highlighting how the business has evolved since becoming a public company.

The art and design work was fully completed in-house by Gather’s design team and personified the brand by using images and icons to add more clarity and value to its design, highlighting that it truly understood gamers and was not just a destination to purchase games.

James Staveley, Director of Investor Relations at GAME, said: “We wanted our first annual report to be a seminal piece of work that truly reflected our brand whilst clearly setting out our business achievements, objectives and strategic direction for all stakeholders. In particular it was important to demonstrate both how we have evolved as a business and that we are not just seen as a company for gamers, but of gamers too.

Our goal was to create a report which highlighted our commitment to gamers but also spoke in a language that resonates with our investors and other stakeholders.”

Simon Lake, Managing Director at Gather, said: “The GAME annual report not only showcases the business’ achievements in the past year, especially since their IPO, but also

Gather’s long-standing commitment to delivering exemplary corporate reports. For the GAME report we wanted to push our creative boundaries, whilst also ensuring we were underpinning GAME’s core objectives. We feel we have created a standout document which contains vital information in a fun and informative manner.”