UK game retailer, GAME, is to launch an Xbox-only branch this coming Thursday 20th June, in London.
A high street GAME store.
The store will be opened at the Boxpark Shoreditch, a pop-up mall built from old shipping containers and situated in East London.
GAME has described the upcoming store as a "one-of-a-kind concept" and "a brand new gaming and retailing experience".
Inside it will feature gaming stations, head-to-head gaming areas, a Microsoft Surface display and of course the latest Xbox hardware and games.
While the experience sounds nice, the timing is intriguing as the impending launch of Xbox One is likely to stifle sales. While there is clearly a benefit in simply getting the Xbox name out there in the run up to the Xbox One launch, a nationwide in-store effort would surely have had greater impact.
The Xbox One launches in November priced at £425 / €499 / $499. It's announcement has been marred in controversy over the new console's restriction of used-game sales and requirement for daily Internet access to keep the device authenticated. In contrast the PS4 does not have these restrictions so has thus far received a more positive reaction.
Will you be popping in to the Boxpark GAME store? Let us know what it's like if you do.