UK retailer GAME is expanding its store base by opening concessions within WHSmith.
The UK's largest newsagent chain used to stock a limited range of games, but pulled out of the business back in 2010 following fierce competition from supermarkets, GAME, HMV and Blockbuster.
GAME has since halved its store base, HMV has reduced its games range and Blockbuster closed its UK outlets in 2013.
GAME is in the process of changing its store base in the UK, which includes closing smaller outlets and opening in bigger locations to accommodate its new gaming arenas - which are being rolled-out under the 'Belong' brand.
However, the firm says it is also eager to experiment with smaller shops that have a more focused range of products.
"GAME Retail is rolling out a small number of concessions as part of an ongoing trial across WHSmith stores in 2016," the firm told Gamesindustry.biz in a statement. "Alongside our 300 high street stores it means easier access to top video games, accessories and merchandise for our community of gamers nationwide."
The move follows a challenging period for GAME. The firm missed its sales targets over Christmas last year, resulting in a profit drop of 81 percent year-on-year. The company is now expanding its marketing, events and technology businesses in an effort to offset declines in the physical software space