Game Digital plc (formerly The Game Group plc; usually known by its high street name Game and stylised as GAME) is a British video games retail company.The company's origins lie in the founding of the Rhino Group by Terry Norris and Bev Ripley in 1991. A number of mergers and acquisitions followed during the 1990s, and in 1999, the company was purchased by Electronics Boutique Limited, which rebranded itself as The Game Group.