Supermarket behemoth Tesco has vowed to become a dominant force in video games retail after snapping up key personnel from EUK.

The firm told MCV this week that it will forge stronger relationships with suppliers and increase dedicated games shelf space, in a bid to shake off a reputation as a ‘missed opportunity’ amongst the publishing community.

“Whilst we have delivered significant growth on games in the last year, I do think the statement that we have been a ‘missed opportunity’ is largely true,” admitted entertainment category director Rob Salter.

“In addition to a larger, talented team, we will now be delivering a clearer and better-executed customer proposition, and working much closer with our suppliers. I’m hopeful our suppliers and customers can already see the first fruits of this.”
Tesco has bolstered it games team this year by recruiting respected former EUK executives John Stanhope and Mark Burgess.

“Games are a real priority for Tesco entertainment this year and the development of the team is a critical component of our plan,” added Salter.

“John Stanhope and Mark Burgess joining the team represents
a real investment in the specialist knowledge and capability we will need to deliver on the ambitious plans we have.”

Tesco’s gameplan for 2009 will focus on family consumers – capitalising on the fastest-growing section of the entertainment market.

“We have a very exciting and comprehensive plan for games this year,” added Salter.
“It will involve more space in more stores, as well as a much clearer proposition, focusing specifically on the gaming needs of families, and the millions of customers that come to Tesco every week looking for great value and the best selection of leading titles.”

The new look Tesco games team features several key personnel from now-defunct distribution giant EUK.

The first to join the supermarket giant was ex-EUK sales and marketing director Rob Salter, who accepted the position as category director for Entertainment last year.
EUK’s games boss John Stanhope then signed up with Tesco in January, taking the position of senior buying manager for the UK.

And now the company has announced the appointment of Mark Burgess, who has joined as a games buyer, and will handle the THQ, Sony and EA accounts.
“Our most recent addition to the team is Mark Burgess who started only a few weeks ago, joining us from EUK,” Salter told MCV.
“We are also in the process of recruiting an additional assistant buyer to the Tesco games team and will continue to review resources as the business grows.”