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[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource GamesPress.]

September 17, 2012

GAME, the UK’s leading videogames retailer, today announced that in partnership with BT it will provide wi-fi access to its 341 UK stores, creating a new environment for gamers to interact and discover new titles.

The move will allow GAME to showcase its full range of gaming content both on-line and in-store, through a fully multi-channel, multi-platform shopping experience.

GAME customers will also be able download a free smartphone app in-store - via a QR code - giving them instant access to product reviews, videos, news and special offers whilst browsing in-store. Together with live interactive demonstrations on its in-store consoles, this seamless shopping experience offers gamers the chance to research and experience products in even more depth before selecting their purchases.

The technological innovation is enabled by a BT wi-fi solution which will be rolled-out in time for the peak Christmas period.

Martyn Gibbs, CEO GAME Retail, said: “The introduction of in-store wi-fi signals a new level of customer experience and a major step towards achieving our vision of delivering excellence for the UK gaming community.

“Just as in the music and home movie market, online has revolutionised the way we discover and access new video games. As a company we are constantly evolving, listening to our customers and adapting our approach to deliver for them.”

Customers will be able to research products online before and during store visits to make a purchase. In-store wi-fi access allows them to continue and complete that journey, accessing product information, ratings and reviews to assist with their purchase.

Andy Baker, CEO BT Wi-fi, said: “According to Ofcom 39 per cent of adults now have a smartphone and they’re a crucial part of people’s shopping habits, especially for gamers. We are delighted to add GAME’s stores to the four million UK hotspots where our broadband customers already enjoy unlimited BT Wi-fi for free.  In store wi-fi will give gamers access to all the information they need to buy there and then.”

BT Wi-fi is one of the biggest wi-fi networks in the world giving its broadband customers free access to over four million UK and two million overseas wi-fi hotspots as part of its broadband packages.  Available at Starbucks, John Lewis stores, Hilton and Thistle hotels, Heineken pubs, city centres and millions of homes and independent businesses.

All BT news releases can be accessed at our web site:

Notes to editors

About BT

BT is one of the world’s leading providers of communications services and solutions, serving customers in more than 170 countries.  Its principal activities include the provision of networked IT services globally; local, national and international telecommunications services to its customers for use at home, at work and on the move; broadband and internet products and services and converged fixed/mobile products and services.  BT consists principally of four lines of business: BT Global Services, BT Retail, BT Wholesale and Openreach.

BT was the official communications services partner of the London 2012 Olympic and Paralympic Games and helped to deliver the most connected Games ever. BT issupporting the British Paralympic Association all the way to the Rio Games in 2016.

In the year ended 31 March 2012, BTGroup’s revenue was £18,897m with profit before taxation of £2,445m.

British Telecommunications plc (BT) is a wholly-owned subsidiary of BT Group plc and encompasses virtually all businesses and assets of the BT Group.  BT Group plc is listed on stock exchanges in London and New York. 

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