How staff at GAME are using learning technologies to win in a competitive market

by | Jan 18, 2017 | Case Studies, Evidence for Change, Featured | 0 comments

Winner of ‘Best Learning management system implementation’ at the eLearning Awards, this case study focuses on how GAME used interactive content, including social and gamification approaches in their Learning Management System to successfully engage learners. 

Holding onto a market share of 30% in a fast moving and competitive market is tough and when the market is the video gaming industry it is tougher still.

It was touch and go for GAME in 2012, when the company was forced into administration and they had to close almost half of their 600 UK stores.Three years into recovery, the company has the biggest high street and digital gaming presence in the UK.

GAME recognised that it is vital to deliver an excellent customer service experience not found online and that their staff need to be equipped with the skills and expertise to do just that.

What you’ll learn in this case study

  • How the team ensured the people involved in the project had the skills, capability and experience needed to understand the learners as well as the kind of training that would work for sales staff
  • How the team turned a vision for one unified learning area into reality
  • How they used a campaign approach to ensure successful implementation and engagement
  • How they reported a seven-fold improvement in sales
  • 5 tips for changing the way that staff learn and work


This case study was independently investigated and produced by Towards Maturity as part of our Good Practice Partnership with e.learning age and the Learning Technologies Awards. It was first published in e.learning age magazine.

Case study developed by Aimee Young, Client Relationship Manager at Towards Maturity. Follow on Twitter: @AimeeJayneYoung | @TowardsMaturity

About GAME

GAME is a fast-paced, customer-driven, dynamic place to work and shop. They are passionate about what they do, and it shows in the way they work and in the way, that they attract talent to the organisation. It is also essential that they offer a learning experience that builds on their brand. To do this they partnered with Growth Engineering to create Learning Zone – an online environment that harnesses social connection and collaboration to build essential skills.

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