Retail backs GamesAid charity pack

Ben Parfitt
Retail backs GamesAid charity pack

UK retailers will work together to raise £500,000 by stocking a new charity pack of video games.

Put together by GamesAid, the triple-title bundle will retail for just £29.99 and arrives on June 25th. Key titles Tomb Raider: Underworld, Sega Superstars Tennis and Fuel form the bundle and have been donated by publishers Square Enix, Sega and Codemasters.

All profits will go to GamesAid charities. MCV understands that 30,000 units will be shipped out, generating close to half a million pounds.

The bundle will be exclusive to PS3. Ray Maguire, SCE UK’s MD, said: “We are delighted to be supporting GamesAid in this venture. It’s good for the industry as a whole, and we’re proud to be involved.”

GamesAid chairman Andy Payne added: “Not only does this triple pack raise money for our charities, it also raises awareness of GamesAid at consumer level. We now look forward to retail getting behind it and giving it the push it deserves.”

Key retailers both big and small have already pledged support after being briefed about the release at an invite-only MCV Retail Advisory Board dinner last month.

“The charity pack means retail can make a difference to some very deserving causes,” Asda’s games buying manager Duncan Cross told MCV.

The Hut’s Richard Chapple added: “We’ll do everything we can to drive awareness of this notable cause to customers.”

Grainger Games is also keen to get involved. The chain  is already planning charity events to support GamesAid.

Sales director Phil Moore said: “After attending the RAB dinner, seeing Andy Payne’s passion and commitment to GamesAid, and getting a glimpse of how our industry can support worthy causes, we were very keen to get involved. This is a great way to give something back and support young people.”

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Tags: ps3 , square enix , sega , codemasters , charity , gamesaid , pack

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