Game named one of SA’s top 10 strongest brands

Game says that this is the first time the 53-year-old brand has entered the top 10 among other brands.

Katherine Madley, Massmart's vice president of brand marketing, attributes this achievement to a creative environment and a strong team of strategists and marketers.

"The Game brand was strong from inception in the 1970s through to the 1990s," Madley says. "It was well-known and considered the home of electronics and appliances while being a destination for things like snacks, music and outdoor products. However, the brand lost its way in the 2000s and was in a dire state come 2019."

Madley adds that the brand was repositioned bravely by former Game vice president Andrew Stein, who trusted Madley's marketing team.

"He invested time and effort into repositioning the brand while we continued on our turnaround strategy. Together, we created an environment where creativity could thrive, which involved putting together a team of strong marketers who worked toward a clear brand positioning strategy," Madley says. 

The team then partnered with The Odd Number as its lead creative agency, who leaned into the brand's rebellious tone and introduced the tagline 'You've got Game'. King James and Atmosphere were also introduced as partners, working as digital experts and PR specialists, respectively, which Madley says helped to bring the brand back to life.

"The Odd Number continues to build our brand and bring it into our product and price promotions," Madley adds. 

Madley concludes, "The truth is that our work has only really begun as we continue to put in the work to remain one of South Africa's most-loved brands."

For more information, visit www.game.co.za. You can also follow Game on Facebook, Twitter or on Instagram.