The Oxford Street branch of HMV is now home to a special Gamerbase designed to promote games at launch.
The 25ft square area currently features astroturf and football pitch themed furniture, as well as playable copies of FIFA 13.
Next month, the space will be redesigned to host Need For Speed: Most Wanted, with more partnerships planned between now and Christmas.
Two weeks ago, the retailer told MCV it wants its Oxford Street store to become the UK's central launch venue.
This free-to-play Gamerbase in Oxford Street is a big hit. We've already had enquiries about reserving the lounge for releases as far off as next year,” said head of Games and Technology Ewan Pinder.
We're not far from being fully booked through to Xmas.
We also received a lot of calls following the front-page article in MCV. This has the potential to become London's premiere retail showcase for all major launches.”