We've all raised our eyebrows at some of GAME's digital initiatives, but the retailer has been proved very much correct with sales of digital products up over 40 per cent so far in 2011.
The retailer has in recent months rolled out in-store offers for both digital Xbox Live Arcade and PlayStation Network titles and has also been named as the first official retail partner of ambitious new cloud gaming OnLive.
Of course, digital isn't the only channel in which GAME has enjoyed success.
In the run-up to Christmas the retailer has agreed exclusive deals that it will see it become the exclusive stockist of some 18 specific game SKUs and three hardware SKUs.
Ian Shepherd says GAME's pre-owned business continues to demonstrate strong revenues and margins.” In addition, GAME gift cards have experienced a wider rollout on the UK High Street with Clintons becoming the latest stockist.
GAME also confirmed plans to allow shoppers to spend their loyalty card points online.