Loot boxes seem to be very much the thing right now, so it isn't the biggest shock in the world to hear that another company is trying to muscle its way into the sector.
Hot on the heels of the likes of Loot Crate, The Hut's Zbox and My Retro Game Box, Games Alliance has announced a new offer called Huge Crate. It has also secured a partnership with GAME.
Unlike some of its rivals, Huge Crates won't be blind purchases. The first Huge Crate, for instance, is based on Codemasters' Dirt Rally. In the box buyers will find a t-shirt, hat, bag, wallet, poster, badge and Rally Legends Top Trumps. It costs 29.99.
The company says that it has around 12 months of promotions already planned, tying in to a number of upcoming releases.
Former Ubisoft licensing head Rob Stevenson, who heads up Huge Crate, said: The UK and Europe massively underperforms when it comes to the size of the merchandise market against the games market. We estimate it could be as much as just one tenth of the size of the market currently on the other side of the Atlantic.
The opportunity is huge and that's why we developed Huge Crate. We want to extend the experience of the latest and greatest games for fans with an affordable package of related merchandise that is fun, stylish and not designed as free mass promotional material.
Everything we feature in a Huge Crate has been specifically designed for us and approved by the publisher of the game it represents. This means fans can be sure they are getting properly licensed merchandise not available anywhere else that they will be proud to wear and show off. As our tagline suggests, Huge Crate is designed ‘for gamers by gamers'.”
GAME's UK retail MD Charlotte Knight added: Gamers are no longer after the game on its own. Instead, they want a gaming experience that goes beyond the console or PC and we've seen massive growth in our licensed merchandise and accessories ranges in store and on GAME Marketplace.
Huge Crate is another way in which gamers can enjoy their favourite game worlds in new and immersive ways with an awesome selection of merchandise. We're incredibly excited that they are now available, only at GAME, and expect them to be very popular among our gaming community.”