GAME 'won't be drawn into a price war'

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GAME CEO Ian Shepherd believes the Group can be a major player online without being drawn into a price war.

The firm's major online rivals – including new arrivals Asda and GameStop – have been aggressive on price in a bid to win market share. But Shepherd believes that GAME can still compete with these firms without adopting loss-leading tactics.

When a new game comes to market, some of our competitors will only have one vehicle, which is headline price,” he said.

We have other ways of giving value to our customers – reward points, trade-ins, exclusive versions. We can deliver terrific value, whilst not getting dragged into the worst excesses of some of the competition on prices.”