Dixons on-board for Steam Machines

Currys/PC World owner says it’s keeping close tabs on Valve’s new Steam Machines to bring devices to the High Street.

Valve took to the stage at this year’s CES show to lift the lid on the long-awaited devices and confirmed 13 partners would produce their own iterations of the device, ranging in price from $500 to $6,000.

Now, Dixons Retail has told MCV the new hardware, in addition to Valve’s newly launched SteamOS, will play an important role in the firm’s reaffirmed focus on PC gaming in 2014.

"We are watching with great anticipation for further information about the operating system and hardware as it trickles out and we have our own ideas of how it could impact our PC gaming business," said Simon Urquhart, category manager of PC gaming, components and upgrades.

"The team here are keen gamers and as excited as everyone – when they arrive, we want to have the right offering."

Dixons’ renewed focus on PC gaming began last year as the retailer opened the doors to the Gaming Bunker – an in-store initiative located at the Tottenham Court Road store, designed to allow gamers go hands-on with the latest PC tech and titles.

Moving into 2014, Urquhart says the Bunker will be the go-to location for the latest PC tech like the Steam Machines.

"PC Gaming is still growing and we want to be a place where the most exciting PC gaming technology, like Oculus Rift can be experienced and the Gaming Bunker is a perfect place for this."

"The Gaming Bunker has been a great success and we’ve been really pleased with the reception from the community and the support from our suppliers. We have listened to feedback and are looking to improve this store as a destination and looking to take elements of it to more of the UK and Ireland."

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