The Xbox shop in London closes this month, MCV can reveal.
The store was effectively a trial for GAME and Microsoft and was on a short-term lease at the Boxpark area in Shoreditch.
The shop opened in June 2013 and was devoted entirely to Xbox products. Its primary aim was to help push Xbox One.
GAME insists the experiment was a success and it has rolled-out some of elements from the shop across its 320 store base.
"The short-term contract location for the dedicated Xbox store has given us real insight into what consumers expect from the next generation of retail,” said GAME stores director Dave Howard.
We have implemented Xbox sections in all of our stores – we have taken all the best of the Xbox store into over 320 GAME stores around the UK. Customers really showed an appetite for hands-on experience, interactive displays and a way to digitally access Xbox Live content. We will continue to innovate our stores with Microsoft"
Harvey Eagle, Director of Marketing for Xbox UK added: This was a pop-up concept store which was a key part of the most successful Xbox console launch ever. We continue to look at new and innovative ways to deliver the Xbox brand experience to gamers.”