Red will handle the six-figure brief for both Game Group retail brands Game and Gamestation, following a six-way pitch. PRWeek reported the company was seeking a PR agency in June.
Their remit will cover creating and implementing brand campaigns, supporting major game launches, building integrated inter-agency activity and running both brands' press offices.
Game formerly used PHA Media for two years, which declined to repitch as the agency believed its delivery ‘should speak for itself’.
The Red team will be led by board director Ben Dutton and associate director Eleanor Jones, supported by a team of eight.
Dutton said: ‘The retail and gaming sectors are changing rapidly as consumers engage in an increasingly multi-platform and competitive retail space.
‘Working with the two biggest retail brands in the gaming sector will allow us to engage with everyone who plays games, whether they are mums and grandmas keeping fit or "elite" gamers who live their lives around gaming.’
Dutton will report to head of UK comms and PR for Game and Gamestation Neil Ashurst.
Ashurst said: ‘Red has a fantastic pedigree in both retail and gaming PR and it has shown that it understands the importance of engaging customers and driving customer behaviour.
‘It proved that as well as offering great consumer insight and coverage, it can drive results for us that will deliver genuine business impact.’