DISTRIBUTOR PROFILE: GEM GEM Gem: 01279 822800
As one of the UK’s leading games distributors, Gem has seen a number of advancements this year. MCV talks to UK general manager Darren Houghton to find out more
TO DESCRIBE Gem as multifaceted would be an understatement. The company has logistics and creative marketing arms, its
own Exspect gaming accessory brand and even its own magazine. It employs over 250 people across four UK sites, another 200 in its two French businesses and has a growing team in Hong Kong. It is also responsible for the distribution of key gaming products such as the Xbox 360 and Nintendo DS to retailers across the UK. This year alone it has distributed several chart-topping games.
“The retail distribution market has been reasonably strong so far in 2010 with releases from our exclusive partners such as Halo: Reach, F1 2010and Red Dead Redemptionall topping the charts,” says Gem’s UK general manager Darren Houghton.
“The demand for Kinect and the new Xbox 360 consoles is amazing, and the non-gaming parts of our business, particularly our own label products, continue to perform well.”
A REAL GEM
The distributor has performed so well, in fact, that it has expanded heavily in 2010. In September it announced a tactical restructure, opened a new warehouse facility, shuffled senior management and expanded across Europe. Gem acquired Trilogy Logistics in Northampton and Comtrade in Paris. It also plans to use its new 245,000 square foot warehouse
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facility in Raunds to continue its expansion across the UK. All of this will allow Gem to extend its bespoke creative marketing and logistics services to its partners, which include Ubisoft, 505 Games and more. It also signed deals with publishers Funbox Media and Mindscape this year. Gem says partnerships are key. “We strive to provide our customers with the best service possible, whether that is for our open or exclusive partners,” Houghton adds. “We work very hard for our exclusive partners, investing
“
The market has been strong in 2010 with releases from our partners
topping the charts. Darren Houghton, Gem
heavily to make sure that all product launches are as successful as possible.
“Exclusive distribution has also allowed us to put in place street date agreements with our customers that have helped level the playing field for all concerned. “Other benefits include a single point of contact for our customers, enhanced marketing programmes to support releases and our recently launched Xbox Portal for indies offering exclusive competitions, bundles and promotions.”
November 12th 2010 49
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