The agreement, which comes after an ongoing tender process following the end of Asda’s existing deal with Igloo, will see EUK supplying 322 Asda stores for the next two years.
“The games category is very exciting for ASDA and we intend to build further on our success to date,” Asda’s general manager for music, video and games Fergal Gara stated. “We are delighted to be working with EUK on this next phase of our development. Through this relationship, we will continue to build on our close relationships with games publishers to deliver an even more effective retail experience for our customers.”
EUK MD Lloyd Wigglesworth added: “We are extremely pleased to be working again with ASDA and very much look to grow its excellent games offering. EUK has a firm commitment to work with the UK’s leading retailers for mutual success and growth.”