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GAME opening Xbox-only store in London

GAME opening Xbox-only store in London

A high street GAME store.

UK game retailer, GAME, is to launch an Xbox-only branch this coming Thursday 20th June, in London.

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.

16 Comments

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miller 18th June 2013, 23:29 Quote
Quote:
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".

Mmm, the spin sounds all good and trendy but it almost sounds like an attempt to grab what xbox1 sales they can without investing too much in an expensive high-street shop just in case sales don't go that well after the recent infamous launches :?
Sloth 19th June 2013, 00:03 Quote
So it's a Microsoft store minus Windows PCs/phones/tablets?
KidMod-Southpaw 19th June 2013, 00:13 Quote
Pointless to match the console I suppose?
Parge 19th June 2013, 00:27 Quote
I said the other day I thought M$ might be paying Game to say that the Xbox One had the most pre-orders, when all the other sites showed that the PS4 was ahead. This convinces me more. Also, I'm going to remember this comment so I can say "I told you so" if this finally gets proved.
Bogomip 19th June 2013, 00:53 Quote
Its not a bad idea though on GAMEs part - the problem high street stores have is getting people in and by building a community around themselves they are doing just that. People in the shop buy things, so get them in :)
liratheal 19th June 2013, 10:14 Quote
Do GAME not have enough bottomless pits in which to waste their very little money?
r3loaded 19th June 2013, 11:02 Quote
Quote:
Originally Posted by Sloth
So it's a Microsoft store minus Windows PCs/phones/tablets?
It says there'll be a Surface display stand in the store. Making it the only thing worth checking out.
edzieba 19th June 2013, 11:17 Quote
Today, Xbox only GAME store. Tomorrow, only Xbox GAME store.
ChaosDefinesOrder 19th June 2013, 11:20 Quote
Quote:
Originally Posted by Parge
I said the other day I thought M$ might be paying Game to say that the Xbox One had the most pre-orders, when all the other sites showed that the PS4 was ahead. This convinces me more. Also, I'm going to remember this comment so I can say "I told you so" if this finally gets proved.

There are already allegations that Microsoft paid devs/publishers not to show their PS4 games at E3 or to only show it on XBone if multi-platform...
miller 19th June 2013, 11:26 Quote
Quote:
Originally Posted by ChaosDefinesOrder
There are already allegations that Microsoft paid devs/publishers not to show their PS4 games at E3 or to only show it on XBone if multi-platform...

Those are pretty serious allegations if true but who is going to investigate it?

Maybe a disgruntled MS employee (there must be one!) will turn whistleblower
lacuna 19th June 2013, 13:10 Quote
Quote:
Originally Posted by edzieba
Today, Xbox only GAME store. Tomorrow, only Xbox GAME store.

Thats what I was thinking! It should do pretty well in that case
John_T 19th June 2013, 14:05 Quote
If you take a look at it:

http://www.boxpark.co.uk/about/

It appears each 'shop' is made up of a single FEU, so that's 40 feet long by 8 feet wide - tiny by normal shop standards. Also, If the pop-up is only there for a week, it's rent free. If they stay 3 months it's five grand, so they're hardly breaking the bank with it. It could be seen as cheap advertising as much as anything else, selling stuff will be a bonus.

It really wouldn't surprise me if Microsoft picked up the rental bill and Game just supplied the staff.
John_T 19th June 2013, 14:09 Quote
In fact, looking at the picture again, it may even be a TEU, so 20 feet by 8 feet.

Small, whatever it is...
fix-the-spade 19th June 2013, 17:37 Quote
Quote:
Originally Posted by miller

Those are pretty serious allegations if true but who is going to investigate it?

Maybe a disgruntled MS employee (there must be one!) will turn whistleblower
Serious allegations? Pretty much standard practice. Every year one or the other or both will be paying third parties to not mention or mention as quietly as possible versions that aren't associated with their hardware.

Just look at the Xbone presentation, Titanfall Exclusive to Xbone... and Pc... and 360... and probably PS4 at a later date but not right now.
Battlefield 4 first on Xbone! and PC and PS4 and 3/360

Lots of stuff Microsoft talked about very loudly was not exclusive to their new console, that's part of the hype machine and clearly they've got their chequebook out again for this. Given the location it's not a long term enterprise in Game's mind.
SighMoan 20th June 2013, 10:47 Quote
Being a PC gamer I never step foot in GAME but having been in one yesterday I found it an utterly grim shopping experience. Anything they can do to make their stores more engaging seem like a good idea to me.
miller 20th June 2013, 12:10 Quote
Quote:
Originally Posted by fix-the-spade
Serious allegations? Pretty much standard practice. Every year one or the other or both will be paying third parties to not mention or mention as quietly as possible versions that aren't associated with their hardware.

Just look at the Xbone presentation, Titanfall Exclusive to Xbone... and Pc... and 360... and probably PS4 at a later date but not right now.
Battlefield 4 first on Xbone! and PC and PS4 and 3/360

Lots of stuff Microsoft talked about very loudly was not exclusive to their new console, that's part of the hype machine and clearly they've got their chequebook out again for this. Given the location it's not a long term enterprise in Game's mind.

Yep, On reflection your probably right, who really cares. :D
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