Game brings in Soffe as its head of comms

Computer and console games retailer Game has appointed Tesco press manager Simon Soffe as its first head of communications.

The role has been created following a period of expansion for the group, which is the British subsidiary of US-based retail giant Electronics Boutique.

This included Electronic Boutique's acquisition of Game, whose name it then adopted in the UK, in 1999.

Soffe joins Game next month after five years handling PR at Tesco, where he was most recently responsible for managing the proactive PR team.

At Game he will have a pan-European focus and also take responsibility for corporate and consumer media relations, internal communications, investor relations and CSR.

He said: 'The growth in the company has been huge, and there has been a recognition that there is a need for this role to support the business interests across Europe.'

Soffe reports to Game marketing director Anna Macario, who said: 'We need rapidly to develop our communications function to make sure we're able to deliver consistent messages to our huge range of audiences.'

Game operates more than 330 Game brand stores in the UK and Ireland.

The group also operates 26 Game stores in Sweden, 90 CentroMail stores in Spain and 55 ScoreGames stores in France.

Game currently has no retained consumer PR support and uses Financial Dynamics on the financial side. Soffe said there were no immediate plans to review external PR support.

Tesco reactive and corporate media head Jonathan Church said that a decision has not yet been taken on whether Soffe will be replaced. Church will cover his responsibilities in the interim.

Meanwhile, Tesco has this month appointed Julie McGuchian as its first online press manager, to promote its online shopping service.

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