High Street giant Gamestation has vowed to slash prices in its biggest Easter marketing campaign to date.

New releases and Nintendo DSi is set to benefit from the promotional activity, with up to 50 per cent off recently released software. And the retailer is confident the campaign will raise the profile of not just the chain, but also the games industry as a whole.

“We have our most compelling campaign outside of Christmas with a range of half price titles, to attract thousands of customers into store,” said Gamestation’s head of marketing Emma Kitching.

“Our creative this year stars our favourite Wacky Wabbit with his family of avid gamers, which is in a vivid shade of yellow, giving us the ultimate standout on the High Street.

“One of the things that we have put a lot of time into is having a high impact window display, so expect to see a visually striking combination of half price games, Nintendo DSi and new releases in our window, all complemented by our grinning Wacky Wabbit. This creative will feature on all below-the-line activity and our press campaign. We anticipate this will be Gamestation’s biggest Easter campaign.

“This is also the first time that we will run with our amazing half price campaign outside of Christmas, which makes it our strongest value offering for customers at this time of year.

“Our marketing campaign is designed to really raise the profile of Gamestation and the games industry on High Streets around the UK this Easter, and we’re very grateful to our partners in the industry who have helped us pull it all together. We’ve got great games at great prices.”