VIDEO games chain GAME is taking on more than 2,500 new staff for the busy Christmas trading period.

The recruitment drive marks the biggest-ever push for the Basingstoke-headquartered retailer, who annually bolsters permanent staff numbers - currently more than 4,500 - for the Christmas period.

Staff will be employed throughout the 396 GAME stores in the UK and Ireland.

An incredible line-up of blockbuster games is being released into the entertainment market this Christmas.

New staff are needed in the stores in preparation for the large number of game releases, including Half Life 2, Need for Speed Underground 2, Killzone and GoldenEye: Rogue Agent.

The rush has already begun. More than 100 GAME stores opened at midnight twice in the last few weeks to cope with demand for the massive new releases, Grand Theft Auto: San Andreas and Halo 2.

The army of new recruits will boost the company's existing staff numbers to provide expert advice and assistance to customers, shorten queues, open more tills, keep shelves and displays full, work in store stock rooms, and make sure that stores are well maintained.

Many of the temporary staff will be given the option to continue working in the new year.

Robert Quinn, UK sales director, said: "This year GAME has opened more than 40 stores in the UK and Ireland, so we need even more staff to give advice and service to our customers.

"Christmas 2004 is going to be the busiest ever for the games industry, so we need the extra staff to help us. There have been some exciting launches already - Grand Theft Auto: San Andreas and Halo 2 have performed extremely well - and we still have many great titles to look forward to.

"Video games are at the top of many people's Christmas lists this year, so our 2,500 new employees will be at the heart of the action.

"It's the ideal job for video games fans who like helping people."

GAME has a new managing director for its Scandinavian business.

Simon Pook, 33, will lead the management team in the region, having previously been sales development director for Continental Europe.

GAME has opened 18 stores in Scandinavia this year, bringing the total in Sweden and Denmark up to 49. It plans to have some 55 stores by Christmas.

Marc Spence, managing director Europe for GAME, said: "I'm very pleased with the progress of our chains in Spain, France and Scandinavia as we continue to strive for innovation in these countries.

"Our business in Scandinavia has seen fantastic growth over the last few years. This has continued with our foray in Denmark, with our first store opening in Copenhagen in February."

He added: "We have a strong management team in place, now led by Simon Pook. I'm confident that Simon can take Scandinavia through the next stage of growth and success in the coming years."

GAME relocated its European headquarters from Bracknell to its purpose-built office and distribution centre in Basingstoke earlier this year.