UK games retail is bracing itself for one of its toughest summers in recent years.
July and August are traditionally the slow months, and this year there are just 50 new titles due during those months.
Retailers have told MCV they are instead focusing on the Q4 line-up, readying in-store demos and pre-order promotions for the inevitable bombardment of Christmas releases.
Traditionally, the summer is a time where we work with publishers to drive awareness of upcoming titles as well as other sampling activity as we head towards the key peak period,” GAME’s head of UK communications and PR Neil Ashurst told MCV.
HMV’s head of games Tim Ellis added that a surge of activity in other entertainment markets will help keep consumers flocking to the High Street.
There are some strong music and film releases out now, which should help drive in-store traffic that will hopefully benefit games,” he told MCV.
And let’s not forget there are still some fantastic games titles doing really well, such as L.A. Noire.”
Both GAME and HMV also said they will be pushing their pre-owned business, promoting titles that gamers may have missed earlier in the year.
The build-up to Christmas kicks off with Deus Ex: Human Revolution on August 26th, after which the pipeline of new releases ramps up considerably.