Game "Sellout" by 101

Video-game retailer Game is returning to TV with a Christmas campaign fronted by actor and YouTube star James Buckley.

In the launch video, the former Inbetweeners star tells his subscribers how he is proud to be a sellout in promoting the brand’s computer games after building his own gaming channel, Completed it Mate. Buckley will give into more of Game’s demands as the campaign continues.

Game previously saw festive marketing success with its Christmas Shopping Simulator game in 2014, which went viral, and a Black Friday sequel last year. This year’s ads were created by Ryan Delehanty and Ben Williams at 101.