On 19 September 2006 The Game Group PLC, Europe's largest retailer of computer and video games, acquired Gameswizards for A$3.8 million. Game went on to acquire all of the franchise stores, and all pre-existing Gameswizards stores made the change over to the Game brand before the end of April 2007. The company followed the aggressive growth strategy of its UK parent and by 2007 the chain had grown to 49 stores nationwide. The growth continued to 118 stores by 2009. Management changes in 2010 saw the number of stores reduced by 26.