Gameswizards

Gameswizards was an Australian specialist retailer serving the computer-software, computer-hardware, and video-game markets. The business began operations in January 1990 and initially traded under the name The Games Wizards. Its retail model combined company-operated stores with franchised locations, giving it a presence across Australia's eastern states and territories. By 1999, the chain had seven stores in New South Wales and the Australian Capital Territory. The company received financial backing from Crescent Capital in 2004 and adopted the shorter Gameswizards name. This period was associated with expansion and formal development of the chain's retail network. By 2006, the business had grown to 14 stores operated directly and eight franchise stores across Australia's east coast. On 19 September 2006, The Game Group PLC, a major European computer- and video-game retailer, acquired Gameswizards for A$3.8 million. The acquisition brought the Australian chain into the Game Group's international retail strategy. The parent company subsequently acquired the franchise stores, and the existing Gameswizards locations were progressively rebranded as GAME stores. The conversion was completed before the end of April 2007, ending Gameswizards as a consumer-facing retail brand while preserving much of its physical network under a new identity. Under the GAME banner, the Australian operation expanded rapidly. The network reached 49 stores nationwide in 2007 and 118 stores by 2009, although management changes in 2010 led to the reduction of 26 locations. The Australian business later encountered financial and inventory difficulties connected with the wider problems affecting the UK-based Game group. The company operating Game Australia, trading as TGW Pty Ltd, entered administration on 14 May 2012. The administrators announced on 25 May 2012 that 264 employees had been made redundant and 60 stores had closed. On 19 June 2012, they confirmed the immediate closure of 16 of the remaining 31 stores, with the final 15 stores scheduled to close over the following weeks. These closures marked the end of Game Australia's retail operations and completed the disappearance of the former Gameswizards network. Gameswizards is therefore best understood as a defunct Australian specialist retail chain whose principal historical significance lies in its development from a regional games retailer into an acquisition target, its absorption into the GAME brand, and the eventual failure of the Australian operation during the parent group's financial troubles.

Gameswizards originated in Australia in January 1990 as The Games Wizards, a specialist retailer focused on computer software, hardware, and video games. Its early development followed a regional-store model, with the company building a presence in New South Wales and the Australian Capital Territory. By 1999, it operated seven stores in those markets. The business obtained financial backing from Crescent Capital in 2004. Around the same time, it shortened its trading name from The Games Wizards to Gameswizards. The name change accompanied a period of network expansion. By 2006, the chain had 14 directly operated stores and eight franchise outlets across Australia's eastern coast. On 19 September 2006, The Game Group PLC acquired Gameswizards for A$3.8 million. The purchaser was a large European specialist retailer of computer and video games and used the acquisition to establish and expand its Australian presence. Following the transaction, The Game Group acquired the franchise stores as well as the existing corporate locations. The stores were transferred to the GAME identity, with the rebranding completed before the end of April 2007. Gameswizards consequently ceased to operate as an independent consumer brand. The successor Australian network expanded quickly under the GAME name. It had 49 stores nationwide by 2007 and reached 118 stores by 2009. This aggressive growth reflected the strategy of the UK parent, but the network was later reduced. Management changes in 2010 were followed by the removal of 26 stores. The Australian operation subsequently became exposed to the financial and inventory difficulties affecting the broader Game group after problems emerged at Game UK in 2012. The Australian company, trading as TGW Pty Ltd, entered administration on 14 May 2012. PricewaterhouseCoopers, acting as administrator, announced on 25 May that 264 employees had been made redundant and 60 stores had closed. On 19 June, the administrators announced that 16 of the remaining 31 stores would close immediately and that the final 15 would shut during the following weeks. This process brought Game Australia's retail presence to an end. The historical trajectory of Gameswizards is therefore defined by three phases: formation and regional growth under its original Australian ownership; acquisition and rapid rebranding under The Game Group; and the eventual collapse of the successor Australian operation. Although the Gameswizards name disappeared after the 2006 acquisition, its stores formed the initial platform for GAME's Australian expansion.

• 2012

  Game Australia enters administration and closes

  [1]Gameswizardsen.wikipedia.org

  The Australian successor business enters administration in May, followed by extensive redundancies and store closures that end the operation.

• 2009

  Australian GAME network reaches 118 stores

  [1]Gameswizardsen.wikipedia.org

  The successor retail network reaches 118 locations nationwide.

• 2007

  Stores complete conversion to GAME

  [1]Gameswizardsen.wikipedia.org

  The former Gameswizards stores are rebranded as GAME locations before the end of April.

• 2006

  The Game Group acquires Gameswizards

  [1]Gameswizardsen.wikipedia.org

  The Game Group PLC purchases Gameswizards for A$3.8 million and takes control of its retail and franchise network.

• 2004

  Crescent Capital provides financial backing

  [1]Gameswizardsen.wikipedia.org

  The retailer receives backing from Crescent Capital and adopts the shorter Gameswizards name.

• 1999

  Regional network reaches seven stores

  [1]Gameswizardsen.wikipedia.org

  The company operates seven stores across New South Wales and the Australian Capital Territory.

• 1990

  Games Wizards is established in Australia

  [1]Gameswizardsen.wikipedia.org

  The specialist retailer is founded in January 1990 under the name The Games Wizards.

A specialist Australian games and computer-products retailer, positioned around physical stores selling video games, computer software, hardware, and related products.

• Video-game retail

  Video games

  Video games were the retailer's core category. Gameswizards operated specialist physical stores selling computer and console game products, before the network was absorbed into the GAME chain.

• Software retail

  Computer software

  The business sold computer software alongside games, reflecting its origins as a broader computer-products retailer rather than a games-only chain.

• Computer hardware retail

  Computer hardware

  Computer hardware formed part of the product mix offered through Gameswizards' specialist retail stores. Specific hardware brands and product ranges are not identified in the available reference material.

• 2012

  Wind down Game Australia's retail operationStrategy

  Background

  The Australian successor business faced financial and stock problems during the wider difficulties of the Game group.

  Action taken

  TGW Pty Ltd entered administration, followed by large-scale store closures and employee redundancies.

  Aftermath

  Administrators ultimately closed all remaining stores, ending the Australian operation descended from Gameswizards.

  Source

• 2007

  Rebrand the store network as GAMEStrategy

  Background

  The Game Group had acquired the Gameswizards company-operated and franchise network.

  Action taken

  All pre-existing Gameswizards stores were changed over to the GAME identity before the end of April.

  Aftermath

  Gameswizards disappeared as an independent retail brand, while the successor network expanded to 49 stores nationwide in 2007 and 118 by 2009.

  Source

• 2006

  Sell the business to The Game GroupM&A

  Background

  Gameswizards had expanded into a multi-store Australian retailer with both directly operated and franchised locations.

  Action taken

  The Game Group PLC acquired Gameswizards for A$3.8 million and subsequently acquired its franchise stores.

  Aftermath

  The stores were converted to the GAME brand by April 2007, providing the initial base for rapid Australian expansion.

  Acquisition price. A$3.8 million (19 September 2006)

  Source

• 2004

  Adopt the Gameswizards trading nameStrategy

  Background

  The retailer had previously traded as The Games Wizards and received financial backing from Crescent Capital.

  Action taken

  The company shortened its name to Gameswizards as it continued expanding its store network.

  Aftermath

  By 2006, the chain had reached 14 company-operated stores and eight franchise stores across Australia's east coast.

  Source

1. 1Gameswizardsen.wikipedia.org