Best Buy's Thurrock store will feature an ‘Ultimate Games Experience' room when it opens next month.
The games area will feature HD TVs, 5.1 surround sound as well as Wii, Xbox 360, PS3 and PC formats.
The room is sponsored by Virgin Media and follows research conducted by Best Buy, in which UK consumers said they wanted a better retail experience when buying games.
The move also follows a deal between Best Buy and Virgin, with the retailer demonstrating Virgin Media products so that customers can see the benefits of a connected digital home.
Best Buy's Thurrock store opens in May, followed by Hedge End near Southampton and Merry Hill in the West Midlands in June. Best Buy's Aintree outlet will open in the following weeks, with a Croydon shop expected in Autumn 2010.