Game has begun selling its digital games range in all stores across the group as the retailer continues its transformation into a fully multichannel business.
The games specialist had trialled selling the range of 26 digital games in selected stores, and will now roll them out to 1,200 stores globally.
Each game is sold as a card that is activated on a store’s till. Customers are then given a code that can be redeemed online at home. The range includes Facebook credits and iTunes cards.
The retailer is aiming to take share in an increasingly digital games market through a series of initiatives that aim to triple its digital revenues in the next three years.
The games specialist makes annual online sales of £100m at group level at present, and wants to increase the sum to £300m by 2013.
Game group commercial strategy director Tricia Brennan said: “In the last six months we’ve introduced thousands of new customers to digital gaming. Our stores offer payment methods that aren’t available online, and which offer complete financial control and security. For example, customers can now use reward card points and traded-in games to pay for a digital title.
“We’ve learned that traditional retail disciplines work well with digital games. High profile in-store promotions, attractive trade-in deals, and sound advice from store teams have all raised the profile of digital titles and encouraged new customers to buy them.”
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