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GAME to open Xbox specific store in London

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.

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Latest comments (7)

John Bye Lead Designer, Freejam8 years ago
"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.
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Jakub Mikyska CEO, Grip Digital8 years ago
Console Wars, Episode II: Microsoft Strikes Back
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Nick Parker Consultant 8 years ago
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.
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Show all comments (7)
Morville O'Driscoll Blogger & Critic 8 years ago
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?
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Greg Wilcox Creator, Destroy All Fanboys! 8 years ago
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...
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With GAME, you never know.
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Gareth Eckley Commercial Analyst 8 years ago
Terrible, simplistic ego-driven project by a director is...terrible, simplistic and ego-driven...?
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