High Street and online retail giants are braced for the launch of Xbox One.
Leading retailers have told MCV that they are preparing mass midnight openings and special events to herald the launch of Microsoft's new console on November 22nd.
We can't wait for Xbox One,” said Ian Chambers, GAME's chief digital officer. We've seen huge demand in every channel and for everything we're doing – pre-orders, lock-ins, store engagement and social activity. There really is a lot of excitement out there. We are looking forward to what will be the biggest console launch ever.”
Robert Lindsay, MD of Games Centre, added: Our pre-orders have increased over the past few weeks. It still has a little catching up to do. I'd be surprised if sales aren't up with the PS4 within the next twelve months.
We're planning midnight launches through all of our Games Centre stores, trade in incentives and in-store competitions.”
And it's not just specialist retailers who can't wait to get the Xbox One on their shelves, as the UK's supermarket giants are also preparing special events.
From what we have seen so far the Xbox One will be amazing. We can't wait for November 22nd to arrive and to see customers with their consoles,” said Craig Thirkell, Asda's head of video games.
Meanwhile, The Hut Group is preparing several marketing initiatives for the arrival of the machine.