Enhancing the profile of the low-stake land-based gaming industry is likely to be long and drawn-out but investment of the scale undertaken by Game Nation in London’s Chinatown will certainly accelerate the process. It’s not just the size of the £600,000 investment that’s significant: the care and creativity applied and the involvement of a retail brand consultancy has created a venue with massive kerb appeal and that exudes class slap bang in the heart of the West End.
Game Nation has completed the £600,000 transformation of its flagship Gerrard Street AGC venue situated in the heart of London’s Chinatown.
The landmark project was developed in collaboration with brand experience consultancy M Worldwide which has delivered high-profile, guest-led environments for a range of respected retail and hospitality brands including Vodafone, Warner Bros, Joe & The Juice, Coca-Cola and Lloyds Banking Group.
Led by M Worldwide, Managing Partner, David Martin, the project was built on key research insights and comprises a highly differentiated guest experience bringing together a mix of high-energy zones and quieter relaxed spaces for longer stays. The project features zoning, integrated digital messaging and signage, ambient lighting as well as the creation of a ‘brand scent’ which has been curated to nurture emotional connections amongst Game Nation’s growing customer-base.
Reflecting on the project which was completed in just nine-weeks on-site with the venue open and trading throughout, Chief Executive Mark Jepp said: “The Gerrard Street project was one of my very first proposals when I started with the business in September 2024.
“It was obvious from day one what a great venue this is in terms of footfall and location, but it was equally obvious how subpar the offer was in terms of presentation standards, product, environment, and kerb appeal. It was abundantly clear that the venue deserved some much-needed investment and we swiftly agreed to put our money where our mouth was.”
Rather than design in splendid isolation Game Nation spent the best part of a year talking with customers to establish what they wanted from their new venue. “We bounced a lot around with our customers when it came to their wish list and what they were looking for” confirmed Jepp.
“We also drew on the research findings from work we commissioned from the Clickbait agency which highlighted the need for space and chillout zones. Last but not least we spent time discussing the project at length with the outstanding venue team. I couldn’t be prouder of the Gerrard Street team who believed in what we were doing and had absolute faith in our commitment to give them a venue they could be proud of.”
Mark Jepp believes that the work benefits not just the venue but also the immediate environment. “We have transformed the venue in every way possible leaning into and complementing the unique Chinatown vibe,” he asserted. “We have created a classy, comfortable enhanced environment with a kick-ass basement lounge for our regulars featuring the very latest machines.”
“What we’ve delivered and the investment that we’ve made is a massive endorse-ment of our ‘guest-led’ strategy. It says that we care about you and respect the fact that you choose to spend your leisure time with Game Nation.”
“The street frontage with its high impact big screens featuring household brands such as Coca-Cola has huge kerb appeal and I’m hoping that it will help attract some of the 40million people that pass our Gerrard Street doors every year.”
A class act
Mark Jepp said……. “What we’ve delivered and the investment that we’ve made is a massive endorsement of our ‘guest-led’ strategy. It says that we care about you and respect the fact that you choose to spend your leisure time with Game Nation……
