GAME expands its experiential retail concept

After a positive reception to its new ‘experience zone’ in Parramatta, GAME has confirmed to MCV its plans to rollout the design in multiple other retail stores.

GAME Parramatta had its experience zone installed in June this year, which allowed customers to play around with 3D TV, Kinect and other upcoming innovations in store, as well as play games on traditional IDUs and watch GAME’s new comedy-duo, Phil and Ed, on GAME TV.

Ben Grant, marketing director for GAME Australia, told MCV: "Games retail stores in this country are a terrible experience for customers – dull shop walls lined with rows and rows of boxes with ‘$20 off’ stickers as the main promotional tool."

"For an industry bigger than the movie business, with more exciting and engaging brands, this was pretty disappointing – so it was time for a retailer to really start delivering what customers are after."

GAME has confirmed to MCV that it plans to follow the recent installation of a four-way IDU in their Hornsby store with 10 experience zone implementations over the next few weeks and months.

Grant continued: "Where space allows, all stores will be getting some exciting new interactive and hands-on gaming features."

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