Grainger Games claims it can pinch market share from established High Street chains in its key territories this Christmas.
The firm has particularly high hopes for its newly opened branch in Whitefriargate, Hull.
Store manager Marcos Dinsdale believes the outlet will lead games sales in the local area, even against competition from larger specialist retailers and supermarkets.
He said: “At Christmas, I believe that we will become the destination for gamers and Christmas shoppers alike.
“Some of the best products of the year are released at a time when customers are seeking the best value for money, combined with honest and friendly advice and service.
“The new store is a real alternative for gamers, as many of the big corporate chains have become focused on high price points and hard sales approach with their customers, while Grainger Games is focused on offering top value products for all gamers.”
Grainger Games has spent most of 2009 creating several new stores to strengthen its presence in the North East.
The Hull branch is one of six new stores established since the January, following openings in Thornaby, Byker, Billingham, Peterlee, and Cramlington. The indie now boasts 25 stores.
Dinsdale and his colleagues Dan Hebden and Andy Crooks are experienced retailers, having left their positions after 11 years at High Street chains to head up the new indie store.
“We’re pleased to be offering our great value proposition to new customers in Hull, and especially pleased to have such a talented and experience team of people working with us,” said Grainger MD Stephen Bowyer.
“Anyone who has bought games in Hull over the past 11 years probably know Marcos and Dan. That the team has joined us is a measure of how value-led the Grainger Games customer offer is.”