Game is handing its most committed shoppers "virtual loyalty shares" as part of a stockmarket float expected to value the video games specialist at around pounds 400m.
A successful flotation would complete the company's rehabilitation after it collapsed into administration two years ago, resulting in half its
"We've got half the store base and the same market share," said chief executive
With 16m members in the Game Reward scheme, Gibbs said 20,000 would be handed "virtual loyalty" shares worth pounds 100 each. The value of the virtual shares is pegged to the company's share price, but they can be swapped for credits to spend in the stores.
Saga, the over-50s holidays and insurance group, is to include a similar reward scheme for customers as part of its imminent listing.
The Game flotation will trigger a windfall for the retailer's hedge fund owner,
Game is targeting a free float of at least 35% with pounds 12m to be raised from the sale of new shares.
Renamed Game Digital, the company made a profit before financial charges of pounds 47m on sales of pounds 815.7m in the year to 25 January. The streamlined group has 560 stores in the
The turnaround was boosted by the arrival of the Xbox One and PlayStation 4 consoles last year.
Gibbs said the flotation was an opportunity to bring "long term investors" on to its share register. The retailer has no debt and a new pounds 50m credit line with
Independent retail analyst
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