Those of you in North America have our permission to close your ears while we regale tales about the torrid state of UK retail. Chatting at a conference this morning, GAME Retail has revealed that its GameStation brand is to be phased out. The company – which recently went through a major reshuffle – previously operated GAME and GameStation as separate entities. The latter of which was pitched towards hardcore gamers, promoting more knowledgeable staff and an edgier store layout. Now all GameStation stores will be rebranded GAME.

The move follows comments from CEO Martyn Gibbs, who recently revealed that the company is researching what gamers “want from a specialist”. Great prices, intelligent discussion and an inviting atmosphere seems like a good start to us.

GameStation started life in York way back in 1993, and had grown to 63 outlets by 2002. It was eventually sold to Blockbuster, who rolled out stores across the UK, before being snapped up by GAME in 2007.

Do you have any PlayStation-related memories at your local GameStation store?

[via mcvuk.com]