I went in to GAME here on Cheltenham high street for the first time in what must be 5+ years last week, it was surprisingly busy - to the point where you couldn't really get around the shop without bumping into people.
Despite that I got the impression that nobody in the store actually had much in the way of an expectation of buying anything - they all felt like people either browsing to kill time, taking kids in there to let them look at games and shut them up for 5 minutes, or people just browsing to get ideas for what they might buy online or in another shop. The staff all looked thoroughly depressed at being there as well!
I'm not sure how successful moving to concessions in Sports Direct is going to be. Outside of the FIFA/COD crowd there are going to be lots of gamers who wouldn't be that likely to head to Sports Direct to get their gaming fix - especially in places where the Sports Direct is out of town versus having a GAME store on the high street.