The industry is braced for an aggressive expansion by the franchise-run firm into the UK – possibly even this year.
In January, Lloyd told MCV: “Play N Trade’s entry point into the UK will move the evolution of games stores forward faster. We’re going to raise the bar.”
Lloyd also promised to “push GAME to new heights” and claimed that Play N Trade was the fastest-growing video games store in the US.
Lloyd has now been ‘moved upstairs’ at the organisation, but MCV understands Play N Trade’s ambitions to invade the UK haven’t gone with him, as McMahon will now spearhead the company’s expansion plans.
McMahon joined Play N Trade in January as COO, bringing more than 20 years’ of retail growth and expansion expertise to the company, including senior executive positions with Activision, Frito-Lay and Starbucks Coffee.
He successfully headed up the US marketing campaign for Activision’s first million-unit seller, Tony Hawk Pro Skater.
McMahon will now be responsible for managing all phases of the company’s operations, including franchisee support, training, real estate, customer service, development, brand strategy, operations and IT, marketing, and PR.