Borders chief executive Philip Downer confirmed the pilot was taking place in six stores and a roll-out is being mooted. “It is very much a trial at the moment, but a decision will be made at the end of the month,” he said.
The concessions are in a mix of high street and out-of-town locations in locations including Leeds, Stockport and Bournemouth.
A Game spokesman said: “Games now appeal to a much wider range of consumers and with Borders we are able to reach a lot more consumers – especially out of town. We are examining the potential for us through the performance in those stores.”
Retail Knowledge Bank senior partner Robert Clark said the space in Borders stores could make it a profitable move for both retailers. “Most larger Borders stores are about 25,000 to 30,000 sq ft and this is working their space better and a cheap way of Game expanding its presence.
“Borders will want to take advantage of games the same way that music and DVD retailers have. The only danger is that games may be a more logical bedfellow with CDs and DVDs than books.”
Game Group sales soared 54 per cent in the 22 weeks to June 28, with like-for-likes up 24.8 per cent. It has benefited from a surge in sales of games, which has been spurred on by popular consoles such as Nintendo Wii and Nintendo DS.