The pre-owned debate continues to rumble on, most recently with David Braben listing six possible solutions to the ‘problem’. I wonder what publishers would think if they knew one of Britain’s biggest game retailers is actively promoting second hand game sales over brand new titles as from the evidence I have gathered that seems to be exactly what GAME are doing.
Over on the ‘Games Inbox’ gaming letters page at Metro, the free daily newspaper, an email has been published by a chap called Rob Holland regarding his recent visit to a GAME store:
“I’m becoming a little concerned about GAME’s new focus on pre-owned titles. They used to have a pre-owned section for those who wanted to buy second-hand but now nearly all of the shelves contain pre-owned stock, even the chart. Not only that but when you ask for a brand new title the staff are quite insistent on selling the pre-owned items, sometimes to the extent that it almost verges on bullying. A customer should only have to ask for something once and not feel like they have to fight for it.”
That’s a big accusation. We know that GAME will make a larger profit on a second hand game than on a brand new title but are they really pushing pre-owned titles rather than brand new games? A response to Mr. Holland’s email followed the next day and seems to back this up. In a further twist, it claims to be from a staff member at GAME.
“RE: Rob Holland. This is not a new focus on pre-owned, as a GAME employee this is something we have always done in my last four year of working at GAME.”
The following day there is yet another response,
“RE: Rob. I too have experienced GAME staff trying to force pre-owned games on me while trying to buy a new copy. After asking a second time for a new copy to still have the sales assistant try and flog a second-hand copy to me I just turned around and walked out.”
And another..
“I’ve also been pressured by staff into buying pre owned from GAME. I popped in about a few months ago to buy God of War 3, it was 40 quid new and 35 pre owned (which is also unusual as it’s usually the other way around) I had the cash so I took the new copy to the counter, the guy at the counter asked me on two occasions if I wanted the pre owned copy because it was cheaper and in great condition (which it was to be fair), anyway I eventually caved in and bought the pre owned copy as I was in a hurry and didn’t feel like arguing over who I would rather screw out of my money, GAME or the developers.”
And yet another..
“I took Halo:Reach to the counter at my local GAME and they offered me a pre-owned copy for 2 quid cheaper. Seems fair enough to me, 2 quid is 2 quid and it even had the 48 hour trial still in it! “
A recent post in the comments section on MCV claimed that retailers could make 100% profit by reselling games rather than the few pence they make from new titles. Are GAME driving their own profits at the expense of publishers?
Have you experienced GAME staff trying pressure you into buying a a pre-owned copy of title when you take a new game to the till? Let us know in the comments section.
If there is anyone from GAME HQ reading who would like to comment then please get in touch.
deadwelsh
I walked into Gamestation (owned by GAME for those that didn’t know) to buy move the other week, picked up 2 x move, 1 x sub, 1 x sports champions (new) and 1 x Ruse (new), the guy suggesed to me a pre-owned ruse for £2 cheaper, totalled around the £150 mark.
Had there not been a significant increase in profit margin for the store I am sure he would not have mentioned the pre owned ruse.
The notion that they probably paid someone about £20 for the copy, and then resold it for £37 speaks volumes to me about the company’s stance on this matter
Raen
That they like making money? I could have told you that without any information ;)
JoshHood
As far as I’m concerned, as terrible as it is that developers are being starved of money, maybe it’ll make them consider pricing retail titles lower. You can get pretty impressively full-featured games on the PSN for less than £20, yet some lesser titles are pushed for £40 at retail.
Dexter17
In my experience (in the store in Bath, anyway) they always try to sell you something extra at the counter, whether it’s a new accessory or pre-owned game. If you get asked once I can put up with it, but the last time I went in there, the guy at the counter offered me three different things before putting my game through. I just want the game! If I wanted something else with it, I’d have got it myself thankyou.
Spence1115
In defence of GAME staff, as I am one of them, we have to do this. We have to:
– Check for GAME loyalty card. If you don’t have one, offer one.
– Ensure you’ve got everything, accessories, points cards etc.
– Do you want to preorder anything
– If the till tells us a game is cheaper preowned, offer that.
– If hardware, offer Gamecare
– Recheck everything is good and they’ve got what they want.
– Give a friendly goodbye, ensuring to remind them they can trade in games when done.
We have to do this. We don’t get commission or anything, but we will get bad reports if we don’t, and we have targets to meet. Occasionally if you get enough deposits, like more than anyone else, there are incentives. Which for staff on minimum wage (all but the manager are on minimum wage) is important.
Also, mystery shoppers. If we failed with any of these, the mystery shoppers will rate us bad and we risk our job.
AG2297
Conversion rates too .. our target is sell to 85% of the people in store. If we dont, its us guys who get in trouble over it.
That “remember you can trade in your old games here” line each time is particularly annoying.
AG2297
We have a target to sell one “impulse buy” per hour. So that means selling something that the customer did not/does not want. If we dont, we dont meet these targets we can get a strike and eventually disciplined. So not only is it annoying for the customers, its annoying for the poor staff who have to do it!
duncanuaz
My local Gamestation have never asked me to buy pre-owned instead of new although it is quite hard to find the new copies in the shop. Just a small section at the shop window and that appears to be it.
On an unrelated note I once bought a Blu-ray from Gamestation and traded it back in for more than I bought it for. The guy at the till was quite amused.
colmshan1990
:)
Did that in my local Gamestop on Friday. Traded Echochrome on the PSP for €11.50, only to see it new for €5.99 in store!
Cue me going up to the same guy, buying it, and trading it straight back!
For one UMD, I earned €17.01 credit! :D
pbeesley
yeah I’m an Xmas temp at Game and was told that exact line, we make 2% profit off new games but trade-ins are 100% profit. It is very heavily pushed
ii3illy
This is a story about retail managers trying to maximise their profit by offering customers a cheaper alternative in order to increase the companys margin?
The horror.
Timesh1993
I know how it feels to sell like this, I work for American Golf, and we have to aim to sell “margain makers” to every customer looking to buy hardware.
For example if someone wants to buy some Ping irons (very little profit) I have to try and sell them some Nicklaus irons (almost 75% profit) only problem is these irons are shit and it annoys the hell out of me having to do this as I’m forcing the customer to buy something they don’t really want.
Although I do earn commission on everything I sell, I would much rather earn 5p on Ping than an extra £25 on Nicklaus. Simple as that.
bigdon23
I will always buy pre-owned unless its say gta v or some other game that warrants it, devs are ripping us off nowadays with 2 bit crap for max profit and the 1 time code is a joke im even thinking of stopping buying all together and renting.
colmshan1990
Maybe they are actually trying to be helpful to the customer?
After all, normally pre-owned is cheaper, and if the customer is happy, they come back, boss is impressed and happy, and your job is safe! A win-win!
icuyesido
I buy whatever I can afford, if there’s a few games I want I would more than likely get them pre-owned but sometimes you just want that fresh case and you know no one else has used it.