Game announces brand refresh and new positioning

Game Source: Google Images

Game today unveiled its reinvigorated brand and new positioning, including a new pay-off line, You’ve Got Game. The refresh aims to reconnect customers with this iconic home-grown brand in a highly engaging and relatable way, while more accurately reflecting the business as it is today – says Katherine Madley, brand and customer director.

Game trades in 150 stores in South Africa and 11 other African countries. It is Africa’s biggest discount retailer, a subsidiary of JSE-listed Massmart Holdings, which in turn is 51% owned by giant American retailer, Walmart. Massmart is the second-largest distributor of consumer goods in Africa, and the largest retailer of general merchandise, liquor and home improvement equipment, and wholesaler of basic foods.

Keeps its famous bold pink

The culture of the brand is to help customers save money so that they can live better lives, says Madley. The updated positioning is a more contemporary unpacking of this, but it keeps Game’s famous bold pink colour – introduced when the first store opened in Durban in 1970 – in pride of place.

The refresh will assist in rebuilding its ‘rebel’ brand identity and underline the promise that Game is the best choice for consumers. It will highlight Game’s values of innovation, simplicity and passion, while delivering on its purpose of creating a better life for all.

“Game is most well-known for large appliances, electronics and home entertainment. What it needs to be recognised again for is liquor, groceries, pet products, luggage, toys and all things baby. We need to resurface how excellent we are in these categories.”

When you’ve got Game, Game’s got you

The new pay-off line – ‘You’ve Got Game’ is a contemporary update on the founding sentiment that ‘You always win at Game’. Madley says that while Game’s offering of high quality at affordable prices is still unbeatable, the new positioning reflects the irreverent maverick essence of Game.

It celebrates the customer as an astute thinker, a clever decision-maker and Game as the rebel that always delivers the best price.

“It’s inclusive. It’s a quintessential insight on the everyday swagger that South Africans have. And it’s indicative of the brand and the brand’s personality and nature. It embraces challenge, and fulfils it. It’s almost a challenge to all of us to have Game, because when You’ve Got Game, then Game’s Got You. Keep your chin up, keep your smile on and keep going.”

The brand is a rebel in the right context, rebelling against the competitors in each category’s higher prices and at times, lower quality. “Outsmarting, day in and day out.”

Game’s heritage

Game revolutionised the way people shop. It was founded in 1970 by mavericks Jack Schaeffer and Alan Hellmann, who wanted to put the fun back into what had become a tedious chore. Shopping, they believed, should be a game. The discounter introduced the idea of the mega-store to Africa.

Madley is positive about the brand’s strong return to this heritage, saying that the founders’ mentality is being resurfaced for a new generation, in keeping with the price beat strategy at the core of Game: the original and overriding brand promise to beat the competition by offering the lowest price for the same high quality product, and if proven wrong Game will beat a presented price for the same, by 10% on the difference.

“It’s got outstanding merchandising, the store operations are world-class and our people on the ground are deeply passionate about the customer. Added to this is the buying power we have with Walmart, a CEO with a very clear plan, our customer value proposition and our supplier value proposition.”

It’s a competitive landscape and a stretched market economically; people are looking for the deal and Game has it, she says. “There isn’t a better time than now to resurface the value proposition that we bring to the African customer. In this economic environment, we need to remind the customer that when You’ve Got Game, Game’s Got you, giving them everyday low prices on the categories of products that they love.”

Appeal to a younger generation

Brand communication will talk to South Africans in a real and reassuring way. It will appeal to a younger generation without alienating existing customers as the discounter targets new consumer segments while building on this brand loyalty.

Customers can expect to see exciting products, the welcoming staff we’ve always had, a fun shopping experience online and in-store, and surprises. “Keep your eyes on our adverts week in and week out. You can expect us to surprise and delight and deliver unbeatable deals to you.”

Game partnered with The Odd Number on the strategic repositioning and creative execution of the refreshed brand. A new television commercial that captures the new brand flighted today and can be viewed here.