Borders gets into games

Borders is to begin stocking video games to accompany its existing range of DVDs and CDs.

The retailer is currently trialling an On Demand range of CD and DVDs in its Oxford Street store, which includes a handful of PC titles. However, commercial director of Borders UK and Ireland David Kohn feels a full range of gaming software isn’t far away:

We believe there is a significant opportunity for computer games in our stores, following much positive feedback from our customers and our store staff,” he said.
We already have a competitive DVD and CD offer and a games range would sit comfortably alongside this.

We also see a computer games offer, particularly based on the Nintendo formats, complementing our market-leading children’s line-up.”

Speaking to MCV, Kohn pointed to the video game market’s recent success for Borders’ interest, and believes sales of computer games could even outstrip its successful DVD business.

The computer games market is going through a boom time at present, and is now estimated to be larger than both the DVD and music markets,” he added.

We will need to develop a credible and competitive offer that appeals to our customers. When it comes to Borders, we believe that computer games could deliver a level of sales equal or greater than our current DVD business. This could amount to as much as ten per cent of total Borders sales.”

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