The Guinness Book Of Records has told MCV that its new Gamer’s Edition annual will offer retailers a spectacular additional source of revenue when it is released on February 8th.

The title represents the first time that GBOR has concentrated purely on games for a publication – and the company is planning to bring out an updated edition each year. And the book’s editor Keith Pullin believes that the title will pull in extra cash for retailers at a traditionally quiet time of year.

“Games retailers are where our target audience like to shop, so positioning the Gamer’s Edition there makes sense,” Pullin told MCV. “The book gives retailers a fantastic source of additional revenue, plus it creates great opportunities for holding exciting record-breaking events in-store.

“We are in discussion with all games retailers at present, from the multiple chains to the independents and the reaction has been fantastic and very positive – not only in the UK but globally.

“We are now working on the detail, to ensure everyone has the very best display and sufficient stock to suit their selling environment.”

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GBOR is now putting the finishing touches to a marketing campaign that will include TV ads on Channel 4 and E4 in February and online and print advertising with Future Publishing.