Established in 1992 under the name Rhino Group and later becoming GAME, the business became a staple in the UK and Ireland’s gaming market. Acquired by Frasers Group in 2019, it now operates around 240 outlets nationwide, including standalone stores and integrated concessions within Sports Direct and Frasers locations. GAME offers video games, consoles, gaming accessories, collectables, and board games, and has historically expanded into live experiences such as esports events through past acquisitions like Multiplay. In recent years, the retailer has undergone significant downsizing—closing numerous stores and consolidating operations—amid a sharp shift from physical to digital sales in the UK gaming industry. Even so, its website remains active, drawing bargain hunters to clearance discounts on electronics, toys, and game merchandise.