EB changes name of game: rebranding a la GameStop. (Videogames).(Electronics Boutique)(Brief...

The marketing battle between the videogame specialty retailers is on, with Electronics Boutique following in the footsteps of rival GameStop Corp. to consolidate its retail operations under one name.

Stores known as Electronics Boutique and EBGame World will be changed to EB Games across the entire chain, the company said last week. As previously announced, EB Kids and BC Sports Collectible stores have been either closed or sold.

"The adoption of a master brand will allow the company to leverage its marketing programs across its multiple retail formats and b