In 1970, the first Game’s store opened doors in Durban, KwaZulu- Natal region, South Africa. At that time, the founders of the store thought that the shopping had become boring and not trendy. That way it was born the concept of enjoyable shopping experience and friendly shopping environment. The pink color that is used for the logo of the brand was created and selected also from the time of the foundation of the company. Game as well as other South African companies are owned by Massmart Holdings Limited, which is the third largest distributor of consumer goods in Africa and the one of the leading wholesaler of basic foods and retailer of general merchandise, home equipment and liquor.