Today I want to talk about the retail experience for gamers. See, whilst more and more game sales are shifting online, there are still those who chose to pick up their games in an actual store; they have people in and everything. Although there are two chains that dominate game sales on the high street, GAME and GameStation, they’re both owned by Game Group Plc. With that in mind you wouldn’t necessarily expect a radical difference between the two but, in my opinion, they’re fairly different outlets.
GAME seems to be geared towards the general public, people who only pick up a few games a year or are picking something up as a gift for someone else. Staff are dressed so they look approachable, and the stores seem to be bright and airy. Unfortunately, whilst they do present an air of helpfulness the knowledge base seems to be somewhat lacking.
[drop]For anyone who follows gaming news with any regularity it quickly becomes clear that GAME’s staff are more interested in selling than providing useful information to their customers. It would be unfair to accuse them of flat-out lying to customers, particularly without any evidence. However, if you happen to catch a conversation with another customer you do sometimes feel that staff aren’t quite clued up enough on the products they’re selling.In contrast, GameStation is aiming at a completely different chunk of the market. They’re targeting those customers who buy games regularly, those who you could call “gamers” if you were so inclined (although I’m starting to dislike the word). The staff are still relatively friendly, it’s rare to find retail staff who are actively hostile. However, the stores are never as brightly lit, and I certainly wouldn’t call the general ambiance as airy or friendly as it is in GAME.
The big difference sits with the staff though. They seem, in general, to be drawn from the same demographics as the chain’s target market. Ideally, this is what you expect in any store. If you shop in a music store you want staff who are music fans, if you’re buying clothes you want someone who knows at least a little about fashion serving you. Why should it be any different for a game store?
Of course, my perception of the two retailers is based pretty much on my own experience, although a quick poll on Twitter seemed to back up my opinion in the general case. To be fair, my clear preference towards GameStation may be influenced by the fact my brother works there. However, I’ve been in a few stores scattered throughout the country and my experience has been fairly consistent.
There is, obviously, the fact that this whole discussion may be becoming redundant. With the significant growth of online retail and downloadable titles it seems probable that the GAME Group may further scale back their stores or even merge the two chains. Perhaps you’ll only be able to pick up games in supermarkets and HMV soon. Who knows?
Is your experience of retail game stores consistent with mine? Do you have a preference for where you shop? Do you even buy games in a store any more, or do they all come in the post? Of course, I’ve barely touched on the supermarket issue, so I’d be interested to see if you have any thoughts on that.
Kreisash
Rarely shop in stores any more unless I am desperate or looking for something very niche (which may have been tucked away in a dark corner of the store, and can’t be found for a reasonable price online).
For me it’s usually about the price and service reputation online. That is, if I find I don’t get my stuff for ages from a place, then they would have to be cheaper by a fair bit for me to use them again.
Spotter5
Speaking of the two, how would one go about getting a job with them?
rept0n
Yeah… good luck with that – a better question might be “how would one go about keeping a job with them?”
Spotter5
oh…
jayjay119
This is true, more so for Gamestation than game, but every time I go in there lately, which is every couple of months, the staff seem to have undergone a complete turnover where as the manager and one or two staff of my local game store have been there for about 5 years or more now.
Locust Star
Unfortunately, my local Gamestation closed down a few weeks ago, which is a shame. Like most people, I shop online for most of my games due to price, but always like to have a browse at lunchtime in both outlets and have found the odd gem from time to time. Your article is spot on though, I have yet to find a knowledgable member of staff in Game, however, Gamestation always appeared both friendly and able to answer relevant questions about their product. It’s how consumer trends are going and as with most high street music stores, I think both Game and Gamestation are rapidly becoming a dying breed due to online consumer habits. It will be interesting to see what happens when the likes of Sony start pushing the download only titles without a physical medium to buy.
Foxhound_Solid
Game:
Staff honestly have no clue and are hell bent on selling you preowned. When I traded my Phat for a 320gb Slim I nearly had to deal with the salesman as he was almost arguing with me when I said I dont buy preowned consoles when its my main choice machine. Aside from this game are reasonable.
Gamestation:
Each and every store is nothing short of Rancid. The staff seems clued up and are genuinely helpful. They never force pre owned and always in my experience listen to their customers. Even when I have seen a ‘Mum’ buying her children a console the arguments are always balanced and the decisions I have seen have all been on circumstance as oppose to Fanboyism **cough** GAME **cough**
Cex:
Worse than Game for being a stenched filled hovel. However there is no pressure, no fanboyism and simply a place to buy preowned gems. No knowledge or help whatsoever. But in some cases that can be good.
I buy game mainly from Game, Supermarkets, Ebay, HMV and Blockbusters now.
I have no alliance to any store I just use the most convenient/cheapest!
zakwhorules
I normally shop at GameStation, but got ripped off when buying BFBC 2 NEW as the VIP code didn’t work and they keep saying that they can’t get me a new one.
Grey_Ghost13
To be honest I don’t like either and avoid them as much as I can. Game are overpriced and you’ve pretty much hit it on the head with their approach to selling. But all I have had is negative experiences in GameStation, and I would go as far to say that I loath the store with a vengeance. The staff in the local ones to me have no idea half the time and force sales onto you constantly with pressure selling. I get all my games in blockbusters, online or the supermarkets.
Jen A
I’m prone to ranting about both stores so I apologise in advance ;)
GAME: Can’t remember ever liking the stores. Staff are always very patronising to me and assume I know nothing. I remember one memorable occasion a few years back looking at a copy of PES (when PES was still better than FIFA) and a member of staff walking over to tell me that my boyfriend would prefer FIFA as it was much better. I told him it was for me and why he was talking nonsense. Really irritated me though!
Now, all the time I get accosted by staff members asking if I need any help. I’ve been in a similar situation as a retail worker so I can understand all the targets stuff but when they know nothing on the subject, it grates. Plus they almost always ask me if I need any help then ignore any male vaguely near me. So I reckon I’m considered an easy target.
Gamestation I have mixed experiences of. Used to love my local one and would regularly have conversations with the manager and another staff member there. The manager moved to another store and the whole place has gone downhill. The store’s gaming knowledge seems to have really plummeted as the staff has all changed round. :( Only tend to go in when the one guy I know is there as once it’s recognised I know him, the other goons leave me alone!
As a disclaimer: I’m sure some other stores are brilliant and my experiences are only based on 3-4 that I’ve frequented often enough to have a solid opinion of. Although all Game stores do seem rather soulless I’ve noticed.
I stick to buying online whenever possible. Always take my money where the good service is :) I figure if everyone did that, the rubbish shops might stand a chance of losing out.
Foxhound_Solid
Game staff are complete TITS. I went with my Bro to get GT5 with my bro on launch nioght at Midnight and the Dude serving told each and everyone one of us that he thought Forza 3 was better and everyone was like ‘oh really’.
He tried this with me and my bro and we shamed him completely by giving 20 reasons > why it wasnt and why his evaluation was incomplete and fanboyish. His flabby head went beetroot shaped, then coloured.
Do not listen to Game staff, they know literally nothing.
irnmunkey
I never go near Game anymore the staff generally know nothing about games and only want to sell you whatever the chain is currently pushing. My local Gamestation on the other hand is much better knowledgeable and friendly staff and the new loyalty card works well for me as I trade in a lot of stuff which you get rewarded for.
BIGAL-1992
I’m in ireland, so no comment.
slates16
why? you could mention Smiths toys, (I think there really good) or even xtravision (crap) or gamestop vs game
cc_star
I can’t buy games online, I have to spend the cash in my pocket if I want games which means bricks & mortar retailers.
Therefore I have a choice of indies, supermarkets or the big gaming retailers from the GAME Group, so GAME & GameStation obviously.
I’ve always bought from my indie until recently, can usually have a chat with them, can even try the game in the shop b ut over the past year they’ve had to put their prices up to £42.99 to £44.99 (generalising obviously) for new releases this means even GAME’s £39.99 is a better bet.
I rarely buy from supermarkets if I can help it, for lots of reasons I’m not going to go into here but the only time I’ve bought a game from them is the straight forward launch day offers so £25 for CoD or whatever, but on the whole the game buying experience from them is poor – they only carry what the publishers want them to sell which is the ‘top 20’ there is no back catalogue stuff and there is no buying experience offered by the indies. In the long term the supermarkets will be bad for consumers through reduced competition just like they are for food & petrol etc.
So for me this leaves GAME/GameStation as there isn’t a GameStation around here I.
For me GAME has grown by targeting the parent/grandparent demographic and its done & is continuing to do that very well. It isn’t designed for gamers who don’t need an assisted sale & who know exactly what they want. therefore I’m constantly surprised about the number of ‘gamers’ moaning about it for one reason or another.
GameStation was a large indie chain that just kept on growing (until the GAME Gp bought them out) they managed to retain this indie ambiance and therefore catered to the gamer demographic much better. However as we all know, if you want to grow you have to focu on other groups of people so as more time passes & as gaming has appealed to much wider demographics GameStation has had to as well. This means the core experience that appealed to gamers becomes more & more diluted over time, perhaps until one day its impossible to distinguish whether you’re in a GameStation store from a GAME one, this is made all the more likely by them sharing the same corporate values now too
Jen A
I think Game would suffer from less complaints from gamers if they knew what they were talking about. I’m certainly not one for gaming being a niche thing. It shouldn’t be. It should be the same as cinema and other forms of media, encompassing to all. BUT, when Game staff typically (from my experience of course) don’t have a clue what they’re talking about, it annoys me to the same kind of levels that PC World staff do.
Gaming shouldn’t be an elitist hobby but specialist stores really should know what they’re talking about. It makes me wonder if perhaps Game’s interviewing techniques leave a bit to be desired as I don’t think they’re hiring the right people for such a role.
jayjay119
It doesn’t really annoy me that the Game staff do not know what they are talking about, but just don’t try and pretend you do. And definitely don’t resort to fanboyism. Which, unfortunately at my GAME, has been the way for the 5 years. You’d think Microsoft paid them the amount they push the 360.
cc_star
The problem is, I’m always going to know more about gaming than 90% of people who are in that line of work, because of what I do, like I know more about computers than 90% of PC World employees.
You mentioning hiring, and it is this that is the crux of the problem. The people who know most about gaming (amongst people of a sales assistant age) are more likely (not definitely, just more likely) to be amongst the slightly socially awkward part of the population.
During an en-masse interview evening there is a real mix of people, those who have a Trophy level of 20 or Gamerscore of a million or whatever and those who have worked in retail & know how to talk to a wide range of people. 99% of the time, being able to talk to people is the most important thing for a retailer and it is they who will be hired, of course there are some awkward bad eggs but that’s to be expected in a workforce of 1000’s but if the manager is good, the staff are generally good.
There is no point in knowing how to beat the last boss on Gears Of War on ultra-hard if you can’t talk to a Gran about why she needs a case for her DS and it is this which is the most important thing for a company who wants to sell & make a profit
Jen A
That’s where training comes into the equation though.
It’s right that a manager would employ someone who’s approachable and friendly first and foremost, but if they don’t know what they’re talking about then they need to be trained.
I used to work for a mobile phone retailer. I knew very little about mobile phones at the time but I was trained about it all so I could make educated recommendations to customers. In turn that made for happier customers and more regulars. It also made my job a hell of a lot easier.
cc_star
Me too, went on an induction fortnight and then was constantly trained & coached thoughout my 8 years of working my way of the organisation
Most of GAMEs recruitment comes in October when there is a large queue from morning to night, training wrongly gets left to one side. Margins in gaming are probably to small to go to town like the mobile phone industry used to, but I’d concede they need to do more, perhaps the opportunity to do more comes after mid-jan when all the temps leave & a few people are retained to work permanently in the company.