"GAME Retail is rolling out a small number of concessions as part of an ongoing trial across WHSmith stores in 2016. Alongside our 300 high street stores it means easier access to top video games, accessories and merchandise for our community of gamers nationwide," so reads the official line from GAME.

GAME is still struggling to find its feet after going into administration back in 2012. Since being rescued from high-street heaven, the company has tried all manner of things to stay relevant. In recent history, GAME has focused on eSports in particular, acquiring Multiplay -- the firm behind the UK's Insomnia events -- as well as running tournaments and setting up dedicated competitive zones in stores. Finances are continuing to be a problem, though, and GAME's latest yearly numbers noted an 81 percent decline in profits year-on-year.

The partnership with WHSmith may only be a limited trial in a small number of stores, but in such a competitive product category, anything that gets the GAME brand out there will no doubt be welcomed. If things get any worse, we could find ourselves in a dystopian future where GAME starts charging for PSVR demos. Oh... wait.