Indie retail giant ShopTo.net has kicked off a three-month promotional drive that will see the brand take to UK TV sets.
The shorts, one of which can be seen below, will air during this week's Champions League games on ITV and will lead with next week's release Mass Effect 3.
The push also includes a two-month London Underground campaign.
"We are delighted to start our biggest ever marketing campaign with TV advertising this week as we look to increase our market share following the announcement that GAME will not be stocking new releases this month," purchasing director James Rowson told MCV.
"The upcoming campaign will focus on value-based offers through quality digital and direct marketing to retain brand value and deliver sales into the void left by GAME Group's recent troubles.
"We have worked closely with EA in the past week to ensure that there is solid communication to customers that we are delivering EA's games for release including Mass Effect 3 and FIFA Street."