As the Christmas rush approaches, Game has handed a year-long account to PHA Media after a four-way pitch.
The agency will back product launches and in-store events, as well as run campaigns across mainstream consumer and lifestyle press.
PHA Media will report to Game's newly installed head of UK PR Neil Ashurst, who has been asked to keep Game's network of 700 UK stores and websites at the front of consumers' minds in the run up to Christmas and beyond.
‘As new competition inevitably comes to market, we will ensure Game and Gamestation remain the pre-eminent brand for video gamers of all types, be they children, families or the more dedicated expert player,' said PHA Media chairman Phil Hall, former editor of News of the World.
Game won retailer of the year at last week's Golden Joystick Awards.
Game Group will continue to use Brunswick for its corporate affairs work.