Simplygames.com's new boss Neil Muspratt believes that with a mixture of low prices, canny deals and an easy-to-navigate site, the UK e-tailer can mix it with the big boys this Christmas.

The relaunched site has already seen traffic rising significantly in the run-up to the festive season, and is now focusing on keeping pace with existing web giants like Play and Amazon.

“Value is undoubtedly very important and it is also highly transparent in the online retailing environment,” said Muspratt – a name very familiar to the industry following his time at Choices. “For that reason we will make every effort to make ourselves price-comparable to other key players but I do not want to lose sight of the fact that we are here to make a profit.

“As long as we can support that philosophy with a simple and enjoyable shopping experience and excellent delivery records, I believe that will make us strong enough to share a part of the ever-growing online games retail market.

And the specialist nature of the site will give it a boost too, added Muspratt: “I think it’s fair to say that all the main games e-tailers offer a comprehensive range of goods supported by a good trading platform and a commitment to good customer service. I also think that it is good that games e-tailers are clearly differentiated through their branding. We hope and believe that ours is suitably strong to be clearly identifiable.”