European Electronics Boutique stores are to be rebranded Game in a move which will distance the chain from Electronics Boutique America and Australia. European stores are owned by a different company to their American and Australian counterparts and so to save confusion all European EB stores will be renamed Game. The Game chain already operates in the UK and is a subsidary of EB Europe. It also thought that EB Europe felt that Game was a stronger brand than Electronics Boutique and that this factor also contributed to their decision. This move should come into operation in late spring/early summer.