Game Nation is actively exploring new and exciting ways of engaging with its customers. In its latest initiative the high street gaming retailer will be bringing the adrenaline fuelled world of the British Touring Car Championship into its AGCs following a sponsorship agreement with Independents Champion Aron Taylor-Smith.

Game Nation CEO Mark Jepp joined business leaders from over 30 companies at a sponsors day held 4 April and hosted by current British Touring Car Independents Champion Aron Taylor-Smith whose success has seen him join Toyota Gazoo Racing UK for the new season.

Under the terms of the sponsorship the Game Nation cherry brand will appear on Aron Taylor-Smith’s car, racing suit and helmet.

Explaining how Game Nation will be deploying the sponsorship, Mark Jepp said: “Aron is an impressive and charismatic personality who embodies many of the values that are at the heart of the Game Nation brand including hard work, determination and always operating to the highest professional standards.

“It is these key characteristics which resonate with what we are doing currently with the brand and will be developing with Game Nation going forward.”

He added: “We will be using our relationship with Aron to bring all of the excitement of the British Touring Car Championship into our 40+ adult gaming centres.

“The sport fits with the profile of many of our customers and we will be using authentic racing clips on big screens and at the point-of-sale to enhance the in-venue experience. We will also be interfacing the sponsorship with the Game Nation app, running customer competitions to win VIP racing days and tapping into his journey throughout the racing season.

“There’s no doubt that Aron is a winner and I’m delighted that the Game Nation brand will be inextricably associated with his success.”