GAME's Ian Shepherd hopes to triple the retailer's online and digital revenue from £100 million to £300 million by 2013, but at the same still feels boxed product is important.
According to GI.biz, the CEO said during a meeting with investors that GAME plans to be part of the quickly changing sales market.
"It's misleading to think of those two lines [boxed and digital sales] as separate," he said, "boxed product has been challenging, and will continue to be so, but it remains important, and will continue to be so.
"Most digital content sold today, is add-ons to physical boxed products that's already been sold. Map packs, DLC, extra characters."
Shepherd said GAME loyalty card are already a big help, and he believes reward schemes such as this bring customers back for future DLC releases as well as boxed products which is what Shepherd believes will help triple digital revenues.
"That's the point at which we'll be starting to genuinely play in the online and digital space to the same extent we currently play as a successful business in the retail space," he said. "People chose to come and buy games from people they could talk to about it. From somewhere they could touch and feel them.
"Having a great retail space will catapult us into a leading position in digital and downloaded content. What it's doing is bringing the multichannel opportunity to the fore because it's using the trade in engine generated by the store estate to create a competitive position online which a standalone online retailer cannot do."