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GAME to open Xbox specific store in London

By Dan Pearson

GAME to open Xbox specific store in London

Tue 18 Jun 2013 12:29pm GMT / 8:29am EDT / 5:29am PDT

Platform showcase to open Thursday, June 20

UK retailer GAME has announced that it is opening a store in London on Thursday, 20 June - specifically to showcase Xbox products.

The shop will feature "gaming pods, head-to-head challenge areas, a Microsoft Surface display and the latest and greatest in Xbox hardware and software."

The "one-of-a-kind" store will be located in Boxpark, Shoreditch. We've approached GAME for more details on whether or not the shop will be officially affiliated with Microsoft and whether we can expect similar sites for Sony and Nintendo.

The platform choice seems like an especially odd one given the implications for retailers of Microsoft's policies on used games for Xbox One. Whether this is an act of mitigation for any perceived slight remains to be seen.

From Recommendations by Taboola


John Bye Lead Designer, Future Games of London

510 549 1.1
"The platform choice seems like an especially odd one given the implications for retailers of Microsoft's policies on used games for Xbox One"
I assume that GAME will be one of Microsoft's "participating retailers", meaning it's pretty much business as usual for them, while smaller competitors and direct sellers are locked out of used sales on Xbox One entirely. It's not going to hurt GAME, if anything it's going to help them.

Posted:3 years ago


Jakub Mikyska CEO, Grip Digital

228 1,263 5.5
Console Wars, Episode II: Microsoft Strikes Back

Posted:3 years ago


Nick Parker Consultant

362 262 0.7
In terms of market share of the HD consoles, the UK has been won by Xbox 360 over PS3; it looks like Game expect this to continue in the next generation.

Posted:3 years ago


Morville O'Driscoll Blogger & Critic

2,018 2,375 1.2
Unless a) Microsoft are part-funding it, or b) there's going to be tournaments with a bar/restaurant area, I see no point in this. Remember that Game are the retail outlet who recently went bankrupt, got bought-up dirt cheap, closed their flagship Oxford Street store, sold/closed a fair number of other stores nationwide, and have recently started accepting trade-ins on phones and tablets. So, after all that, they're opening a store that focuses on a single manufacturer? Seems like a how-to on losing money. How much are they going to be paying out in rent and rates alone?

Posted:3 years ago


Greg Wilcox Creator, Destroy All Fanboys!

2,610 1,686 0.6
Interesting... it's basically the same deal they're doing here in the US with the Best Buy partnership with a few tweaks to the US market, obviously. I'd dig out my stupid Apple employee versus Microsoft employee mall fight battle joke, but it wasn't funny the first time...

Posted:3 years ago


Barrie Tingle Live Producer, Maxis

472 348 0.7
I agree with you Morville, wouldn't surprise me if Microsoft was part funding the venture rather than opening a Microsoft store. There has to be more to it than just an Xbox One shop based on GAME's recent history you wouldn't expect the new owners to want to run at a loss on something like this.

Edited 1 times. Last edit by Barrie Tingle on 19th June 2013 3:43am

Posted:3 years ago

With GAME, you never know.

Posted:3 years ago


Gareth Eckley Commercial Analyst

90 68 0.8
Terrible, simplistic ego-driven project by a director is...terrible, simplistic and ego-driven...?

Posted:3 years ago


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