GAME, the UK’s leading video games retailer, announced an exciting new development to its app, Scan It! This new functionality offers customers a personal price calculator and brings products to life through image recognition technology.

The new Scan It! function allows customers to scan the front cover of products in store, including many of this year’s new releases and digital cards to reveal their own personalised price for the item based on their reward account balance and trade in data.

Scan It! brings standard packaging to life through interactive image recognition which allows users to discover more about the product they’ve scanned by watching the latest trailers which instantly play on their phone. There is the ability for full screen viewing with the additional option to access further product details and images from the game. This is especially useful for digital cards where packaging space is limited.

This upgraded functionality builds on the app’s popular trade-in calculator to deliver an improved experience and offers even better value to customers. There will be over 2,000 product lines enabled for Scan It! technology at launch, with more added in the coming months.

Ian Chambers, Chief Digital Officer for GAME says, “We are committed to giving our customers the best possible experience, so alongside great value, we’re excited to make shopping with us truly interactive by bringing their favourite games to life in front of their eyes.

Since the app launched two years ago, the trade-in calculator has been one of the most popular features, allowing people to unlock the value of products they already own to spend on new games and hardware in store. This new development takes it one step further, allowing customers to quickly and easily uncover a price tailored specifically to them, simply by scanning a product.
We will continue to develop our app to deliver an incredible experience to our gaming community. And with more features coming in the future, watch this space for more Scan It! news.”

Existing GAME app customers should visit the Apple or GooglePlay Store to upgrade to the latest version. For more information on Scan It! visit