Game website transforms into weekend-long ‘shoot em up’ game as essential maintenance takes place

Computer games retailer Game has turned its website into a classic arcade game this weekend whilst essential maintenance work takes place.

In a piece of activity created by 101, anyone visiting game.co.uk will be able to choose from a range of weapons and use their keypad destroy everything on the homepage - from images and logos, to headlines and price tags, scoring points along the way.

"We have some exciting updates to reveal on our site soon, so had essential maintenance scheduled to prepare for that. But we thought, why just take the site down and put up a holding page - we're gamers ourselves, let's take the opportunity and create a one-off gaming experience," explained Fred Prego, Game's insight and marketing director.

Mark Elwood, creative director at 101, added: "Game is a company of gamers, and digital is integral to everything they do. It provides huge creative opportunities for a brand as passionate about gaming as they are."

'Shoot it down' follows Game's free-to-download 'Christmas shopper simulator' branded computer game.

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