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Games central to HMV’s ‘superbrand’ push

Ben Parfitt
Games central to HMV’s ‘superbrand’ push

Video games will play a major part in HMV’s ambition to become an ‘entertainment superbrand.’

The firm wants to be seen as more than just a retailer, and already sells music tickets, owns music venues and cinemas.

And during its entertainment conference last week, the retailer called upon the games industry to get involved.

The company has major ambitions for its Gamerbase outlets, which will play an ever-increasing role in the company’s games plan.

“Gaming is a major part of our brand strategy,” HMV’s CEO Simon Fox told MCV.

“We’re not new to games, we’ve been in this area for a long time. The idea of using games to bring interactivity to stores is important – that’s why we now have Gamerbase in 100 stores. It’s the best way of bringing our stores to life.”

The retailer’s commercial manager for games Jonathan Hayes announced that there will be five Gamerbase superstores by September.

These are joined by well over 100 Gamerbase pods in HMV stores nationwide.

He also claimed that sales of titles demonstrated through Gamerbase generally increase by up to 30 per cent.

In-store experiences have become a central point to HMV’s new brand strategy, and Fox says that will become even more vital in the future.

He added: “It’s incredibly important, particularly for upcoming devices like Move, Kinect and 3DS. We want to really showcase these products and bring them to life.”

Furthermore, HMV will increase its efforts in delivering lucrative pre-order offers, following the success it saw last year with Call of Duty: Modern Warfare 2.

Hayes revealed the company took around £2 million for the night vision goggle Prestige Edition before the game had even launched.

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Tags: HMV , video games , simon fox , superbrand

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