The new Gift Selector is designed to give specialist guidance when buying for others, while the Click and Collect service allows users to have their products sent to their local GAME store.
The new Wish List function also allows the creation of a Christmas list to be emailed to family and friends.
The High Street giant has most intriguingly introduced a customer reviews section. In a similar way to product comments featured on online retail colossus Amazon, GAME customers are now able to post write-ups of particular titles straight onto the site.
This latest initiative has been designed to increase online traffic as shoppers try to wade through the flurry of triple-A titles that have hit retail recently.
“Customers rightly expect a high level of specialist service from GAME no matter which channel they’re using to shop with us,” said Alex Croft, managing director of GAME online.
“We’re constantly developing new ways to make our customers’ lives easier – by helping them choose and buy their favourite games. We’re delighted to offer these new services in time for Christmas.”