Record companies and movie studios rallied around HMV earlier this year.
Now it is time for the games industry to step up.
Speaking to MCV, HMV CEO Simon Fox has issued a call to publishers for better support following its traumatic start to the year.
The retailer is now back from the brink and is gearing up for what could be the most critical Q4 in its 90-year history.
“Frankly, games folk need to support us in the way film and music have,” said Fox.
“Those industries have been really supportive of us. We want to work closely with game suppliers and make it a highly successful season for everybody.
“We’ve been through a tough time and now it is about resetting our agenda and starting the process of rebuilding confidence.”
HMV survived its recent troubles, but is still suffering from a negative perception in the media.
“We are a brand that journalists like to write about and our premature demise has been written about often, and that is really destabilising for staff and suppliers,” added Fox. “We are not where we want to be, but we are going to be around and we have a clear set of plans that have to be delivered.”