From market stall to established store: Patriot Games wins ‘Small Retailer of the Year’ at Sheffield’s Retail Awards

Patriot Games is a gamers paradise.
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Hundreds of board and card games line the shelves of the King Street store – some traditional and familiar, others modern or unheard of, often with a delicious twist.

It’s a feast for the eyes, and a far cry from how it started out – as a small stall in Castle Market, selling comic books to begin with, and later dabbling in games.

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"We’re more than a shop, we offer a home for the gaming community of Sheffield,” says managing director Jim Freeman.

Patriot Games receive a Small Retailer Award in the Sheffield City Centre Retail AwardsPatriot Games receive a Small Retailer Award in the Sheffield City Centre Retail Awards
Patriot Games receive a Small Retailer Award in the Sheffield City Centre Retail Awards

"For years, our premises have been somewhere to shop, socialise, chat, and explore.

"During the pandemic, that saved us; people are fond of us and like to support us because they value our existence in their lives.

"That loyalty kept us from vanishing in 2020.”

This week, Patriot Games was named the winner of the ‘Small Retailer’ category of the Sheffield City Centre Retail Awards.

Patriot Games receive a Small Retailer Award in the Sheffield City Centre Retail AwardsPatriot Games receive a Small Retailer Award in the Sheffield City Centre Retail Awards
Patriot Games receive a Small Retailer Award in the Sheffield City Centre Retail Awards
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The 2020 awards received a record number of entries and nominations, with people across the city keen to celebrate shops big and small, and the people who have kept running efficiently this year against all the odds.

"It’s really lovely to be recognised, and I’m really pleased for the team, as they’ve worked incredibly hard this year in very weird circumstances,” says Jim.

"It’s nice to feel we’ve had an impact.”

The judges’ statement about Patriot Games read: ‘Patriot Games is a great success story for Sheffield having started as a market stall trader some 26 years ago.

Patriot Games receive a Small Retailer Award in the Sheffield City Centre Retail AwardsPatriot Games receive a Small Retailer Award in the Sheffield City Centre Retail Awards
Patriot Games receive a Small Retailer Award in the Sheffield City Centre Retail Awards

‘It is good to see the business flourishing and providing a free, inclusive safe space for people to just be themselves and enjoy playing games – in normal times.

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‘A willingness to collaborate and help other start-ups demonstrates a philanthropic nature to invest time and knowledge to help others.’

Jim adds: “Generally, before the pandemic, we’re a community hub, providing space and expertise for people to come and learn to play games, discover games, and meet other people into the same things as them.

"We run tournaments, organise player events, and like to help pair people up with the games that fit them, and also introduce them to other people who fit those same games.

Patriot Games receive a Small Retailer Award in the Sheffield City Centre Retail AwardsPatriot Games receive a Small Retailer Award in the Sheffield City Centre Retail Awards
Patriot Games receive a Small Retailer Award in the Sheffield City Centre Retail Awards

"We seen games change a lot in the last few years. They’ve gone from being quite niche, to TV shows like Stranger Things, and Big Bang Theory opening them up to more people.

"Because of that, the industry has boomed.”

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And while it’s been a difficult year, Jim is hopeful the shop could still be in for a good Christmas season – despite the government’s warning to families to avoid playing board games together over the festive period.

"That was not very welcome news, we were cursing Boris that day,” laughs Jim.

"But we’re hopeful people will still be in to do their Christmas shopping, and we’ve been seeing a lot of familiar faces back since we reopened.

"What’s great is that shops like ours really do become entrenched in the community – guys who spent their childhoods here as school kids now come in as adults with children of their own.

"Gaming can be a really joyful experience, and we’re delighted to be able to contribute that to a city like Sheffield.”