The GAME Group, Europe’s leading video games retailer, has hired Red to run its entire UK consumer PR account.

Red will handle the consumer PR for The GAME Group’s retail brands – GAME and gamestation both on and offline. Their remit will cover creating and implementing brand campaigns, supporting major game launches, building integrated inter-agency activity and running both brands' busy press offices.

Neil Ashurst, Head of UK Comms and PR for GAME and gamestation, said: "Red has a fantastic pedigree in both retail and gaming PR and they have shown that they understand the importance of engaging customers and driving customer behaviour. They proved that as well as offering great consumer insight and coverage, they can drive results for us that will deliver genuine business impact."

Red Board Director Ben Dutton added: "The retail and gaming sectors are changing rapidly as consumers engage in an increasingly multi-platform and competitive retail space. Working with the two biggest retail brands in the gaming sector will allow us to engage with everyone who plays games, whether they are mums and grandmas keeping fit or ‘elite’ gamers who live their lives around gaming."