The first Gamerbase 80 PC gaming centre will operate as a concession in HMV’s Trocadero store in London.
The gaming centre will occupy 2,300 sq ft (215 sq m) at the rear of HMV’s ground floor and will allow customers to preview PC games ahead of their launch.
It will also stage regular tournaments and promotional events and is the first time a PC gaming centre has been built in conjunction with a major high street retailer.
HMV said it plans to roll out the centres to some of its largest stores in the UK.
HMV chief executive Simon Fox said the partnership is a key milestone in HMV’s strategy.
Roger Bennett, one of the founders of Gamerbase, said: “Games publishers are keen to work with us to allow HMV customers to play the newest games before anyone else and then pre-order the titles at the HMV games store, just a few feet away from the gaming centre.
“Never before have we been able to track gaming directly with purchases. Now we will be able to see what gamers play, how long for and how this influences their purchasing habits.”
HMV’s partnership with Gamerbase follows the launch of HMV’s Xbox 360 gaming zone in Edinburgh last week.
No comments yet