Gaming has become a major part of Alworths' plans, as the firm eyes 150 new stores over the next three years.
Alworths was founded last year and at the time the retailer had no intentions of going big on entertainment. But that changed during the 2010, with music, DVD and games accounting for 13 per cent of the firm's business.
“I would forecast that that 13 per cent will go up quite considerably over the next few months,” Alworths MD Andy Latham told MCV.
“Our entertainment range a year ago wasn’t a core part of our plans, but we have learnt that people come in to Alworths expecting entertainment.”
The company currently operates 14 stores, but hopes to have 19 up and running by Christmas.
“We are still looking to open a considerable number of stores next year,” added Latham.
“I believe there is an opportunity on the British High Street to open 150-odd stores."