EA reckon that despite the company's intention to slip into administration, GAME will recover like “a phoenix rising from the flames.”

Speaking at the Westminster Media Forum, EA UK boss Keith Ramsdale commented on GAME’s troubles, suggesting that should the retailer survive it would be advised to take a different approach.

“I do hope and believe there will be a phoenix rising from the flames. GAME is full of good people, it’s a good store, I just think they need a different approach and I’ll think they’ll have one,” he said.

EA is just one of the many suppliers that could not come to an agreement with GAME, leading to a lack of the publisher’s titles in store. Yet that didn’t have an affect on sales, said Ramsdale.

“GAME is one retailer out of many, albeit historically a very good retailer. Without talking numbers I can tell you that when we shipped Mass Effect and FIFA Street we were very pleased with our numbers in the UK and GAME were unable to buy them.”

Despite this, Ramsdale still hopes that GAME will continue to exist, but suggests the retailer makes some profound changes to their business model.

“Would I rather there is a GAME? Absolutely I would. I believe that a specialist retailer does a lot for this industry. One of the opportunities for a specialist is to be much more multiform at than they currently are, to the point of Apple or Android.

“If you look at the current retail base, HMV seem to be stepping up and seem to be more solid. Amazon have done a good job of picking up content, so yes, there’s more than just GAME. The opportunity for video game retailers is think broader than just the shiny discs.”

Meanwhile, MCV are reporting that six investors are considering making bids for the beleaguered firm.

[via GI.biz]