A story emerged today that Game has approached Deloitte, the administrators, to enquire about buying up to 45 of HMV’s stores. Game stores are usually quite compact. HMV stores are often quite spacious. So why would the recently troubled videogame specialist now be interested in the currently-troubled entertainment retailer’s unwanted shop units?
We should consider, at least, the possibility that Game’s interest is in the smallest of HMV’s retail units. That wouldn’t represent too much of a floor-space increase over the larger Game stores and it’s conceivable that they’d just cram in an extra row of shelves here and there and stack FIFA and Call of Duty boxes that little bit more spaciously.
Now that we’ve got the sensible option out of the way, let’s consider the radical things Game could do with some of HMV’s more typical, larger shop floors.
[drop]It’s been suggested that another rapid expansion for Game, so soon after their own period of administration and eventual rescue package, is a tragic misjudgement. I’m more inclined to think that it hints at the kind of radical thinking needed from the videogame specialist. Sure, it’s a risk. But with the economy as it is and the videogames market in substantial decline, perhaps a risk is what’s needed. It’s also probably a good time to do something exciting for a videogame retailer.The last year has been difficult, with customers spending less and the digital side of the market encroaching more and more. This is not entirely unexpected, as the entire industry prepares for a new generation of consoles. For Game, that new generation of consoles might just be worth banking on. The hope is that a new generation will bring with it a rush of enthusiasm, breathing new life into game retail. Game’s bosses might see potential expansion – and into larger stores – as an opportunity to place themselves in a strong position to capitalise on the newly invigorated market.
It’s often said that high street retailers in the UK should be looking to modernise their businesses by offering an experience that you simply can’t get from cheaper online stores. With more floorspace, Game could offer new and exciting services that attract people to its stores. Game is in a perfect position to not only build a new loyal customer base but to build a new community around its stores.
[drop2]Imagine a large Game store with a seating area, free wi-fi and refreshments on sale. Imagine chiller cabinets packed with Mountain Dew and racks filled with Doritos. Imagine charging stations for your handheld consoles, iPods, tablets and smartphones.Imagine banks of connected consoles running Black Ops II playlists and FIFA friendlies. Imagine being able to buy a PSN card and then sit with a cup of coffee, reading a Game-branded magazine while your Vita downloads the latest PSN Store delights for you to play on the bus home.
Larger stores could offer Game the chance to have larger plans. They could host tournaments, demonstrations and celebrations of gaming. They could hold midnight launch parties that are more than just a line of cold, tired, grumpy gamers with a free mini bag of Haribo. They could host Wii Fit exercise classes on a Tuesday evening and a Sunday league for FIFA fans with oranges at half time.
Game could offer a unique and enticing service to their new community that could put them at the centre of games culture in the UK. They could finally offer something really interesting that it’s simply impossible for online retailers to do.
Sometimes it’s worth taking a big risk to do something special.
zb100
A GAME arcade would be good for try-before-you buy although it means titles do need to be good. Edinburgh HMV already has it in-store…
job
“Imagine a large Game store with a seating area, free wi-fi and refreshments on sale. Imagine chiller cabinets packed with Mountain Dew and racks filled with Doritos. Imagine charging stations for your handheld consoles, iPods, tablets and smartphones. Imagine banks of connected consoles running Black Ops II playlists and FIFA friendlies. Imagine being able to buy a PSN card and then sit with a cup of coffee, reading a Game-branded magazine while your Vita downloads the latest PSN Store delights for you to play on the bus home.”
Imagine the chav’s, drunks, homeless and pain in the arse kids who would never leave untill the police were called and soak up the few police resources that are left ?
my wife and serving officer asked me to comment while reading over my shoulder
SH Number 7/Mini-Lipscombe
I’m sure they were talking about stuff like this ages ago, when I was working there I was hearing about stuff like this from upper management, so you may be spot on, lets hope any way! It also may make the job more fun (working in a game shop isn’t as fun as people think).
handoftheking
Interesting article Peter. If you look at Brightons shopping centre there is an HMV (admittedly with Game below) which is nearly opposite an Apple Store. This Apple store has loads of apple products all out to use on the shop floor, and considering Apple practically print money then they may be a good model to follow – get a largeish store and leave out a load of games/consoles for people to try out.
bigkingy
Sounds ok, but I also would be concerned that it would attract yobs and kids skiving school.
Spence1115
“Imagine banks of connected consoles running Black Ops II playlists and FIFA friendlies.”
HMV at Piccadilly Circus already did this, along with PCs running WOW and the like, all for free. No one used them. Mostly because they didn’t know they were there but still…
Starman
I remember when game was electronics boutique and they would have megadrive & snes pods playable. It was a good way to see games running and the periodic reset prevented people playing for ages. Be good to see these come back.
Kaminari
Are we talking about the same GAME company, the one which has just closed all operations in France (200 stores) this very morning after being into receivership since September?
http://game.fr/
http://bit.ly/10FVrxP
And they want to buy HMV? I can see where they got the money from…
The Lone Steven
What you suggested is a very good idea Peter but the chances of Game doing that are low due to several reasons. Plus, having COD and another FPS available to play on the consoles instore could lead to fanboy arguements or yobs being grade A rats. They could have the latest title playing on the consoles or just stream it instore by having a member of staff play it and play videogame soundtracks instore. Every Game i’ve been in doesn’t play a videogame soundtrack and it’s usually dubstep. :-/
I’m unsure of Game’s fininical situation at the moment but i think they may not be able to afford to buy HMV’s stores as i would imagine it would have higher rent costs due to the size of the stores. Plus, HMV is literally a few doors down in some places. I am hoping none of the supermarkets will buy HMV’s stores as having 2 ASDAs in one town is too much.
The Lone Steven
Oh and actually hire gamers not people who don’t know anything about games and only cares about flogging a copy of GTA5:EXTRA LARGE TITS edition to a grandparent for little jimmy.