UK game retailer, GAME have opened a “one-of-a-kind concept store” in London.
The store, which is located in the BoxPark Retail Mall on Bethnal Green Road in Shoreditch, is dedicated exclusively to Xbox products.
The Xbox specific store will feature playable gaming pods as well as a head-to-head challenge area and Microsoft surface displays. Xbox hardware and software will be available for purchase, including the new slim line Xbox 360 console and the limited edition “MyBox” console skins.
…BoxPark takes the shopping experience to the next level…
“The GAME Xbox store at BoxPark takes the shopping experience to the next level, presenting the world with a bold new face for retail and showcasing the very best of Xbox to the UK gaming community,” stated GAME’s David Howard. “This concept store comes with a wealth of potential and we look forward to revealing more about our plans in the near future.”
Microsoft received much backlash recently due to controversial features of the new Xbox One console. Despite Microsoft changing their “always on, always connected” design, instead only requiring an internet connection during the initial system set up, and U-turning on their restrictive policy on borrowing or selling used games, the future of the console still remains uncertain.
…the steadiest growth is on the PC and mobile side…
In the eight years since the Xbox 360’s release, the gaming platform has radically changed. Mobile and online gaming has become the fastest growing sector of the global video game industry, which is set to be worth $82 billion by 2017 according to DFC Intelligence.
“New console systems from Nintendo, Microsoft and Sony are expected to help the console segment regain some momentum in the 2014 to 2015 timeframe,” said DFC Intelligence analyst David Cole. “However, the steadiest growth is on the PC and mobile side.”
…offering downloadable mobile versions of their products…
In light of this, Sony are integrating controllers with their smartphone models to offer users a more improved mobile gaming experience and Nintendo are reportedly offering app developers their professional-use conversion software in order to allow them to port titles to the new Wii U console. Dedicated gaming websites, such as MoneyGaming are also adapting to this trend by offering downloadable mobile versions of their products.
Certain online features of the Xbox One will likely appeal to casual and hardcore gamers alike, but the console’s future is still unclear in the mobile and online gaming era.
…There are still many unknown factors…
“We continue to face uncertainties of the console transition, said Bobby Kotick, the Chief Executive of game title publisher Activision. “There are still many unknown factors, such as pricing, launch dates and quantities, the level of first-party support and , importantly, consumer purchase intent in a world where consoles are no longer just competing with each other, but also with new platforms such as smartphones and tablets.”
With the Xbox One’s impending release its predecessor continues to perform strongly. Eight years after its release, the Xbox 360 has secured the top spot on the UK console market and is still remaining a success for Microsoft. In May alone, 114,000 of the consoles were sold in the USA, making it the best-selling console in the states for 29 consecutive months. The newly launch redesigned chassis is also likely to boost 360 sales even further.
…creating a unique offering for both partners and consumers…
“Our partnership with GAME represents another way Microsoft is investing in retail and creating a unique offering for both partners and consumers, as we continue to build on the Xbox 360’s success as the number one selling console in the UK,” said Jon Grimes of Microsoft.
“The new store is not only a great way for gamers and consumers to find our products, but they can learn more about Xbox with engaged and dedicated retail staff.”