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offtherecord@intentmedia.co.uk TAG-TEAM INTERVIEW
This week: Dawn Paine, marketing manager at Nintendo UK chats to colleague Andy Yates, sales director at Nintendo UK
OFF THE RECORD
GAME GOES BANANAS Early buyers of Donkey Kong Country Returnscould get it for a bunch of bananas in select GAME and Gamestation stores. A source told MCV: “This is gorilla marketing at its best.” Groan.
Dawn Paine Marketing Manager Nintendo UK
Given the choice, which would you choose – meeting Bruce
Springsteen or seeing Bristol City win the Premiership title? No competition – it has to be meeting ‘the Boss’. I got close a few times, but no cigar just yet.
Who do you most admire? Bristol City FC chief executive Steve Lansdown. He continues to plough his own money into the club with no prospect of a return on his investment. I think our target is promotion to the Premiership within three years (laughs).
What do you feel is the biggest challenge facing video games retail in the UK right now? Retailers would probably say ‘like-for-like sales’, and to be honest it would be difficult to argue with that, as these are tough times in retail right now. However, I
the industry. The current members are...
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think one of the biggest challenges that retail can affect has to be adaptation of their product offer, and display to the ever- increasing mass market video game consumer. The market has changed, but retail merchandising and displays have stood still in the last five years, and therefore there is a huge commercial advantage for retailers who are prepared to be bold and take remedial action to engage with this new breed of games shoppers.
How would your team describe you? The Lord.
Tell us something we don’t know about you? I’m a lousy swimmer.
What do you think the UK retail landscape will look like in 20 years? I would like to see the renaissance of the High
Andy Yates Sales Director Nintendo UK
Street, as this has severely impacted on local economies up and down the length of Britain. However, I predict continued consumer gravitation to out-of-town malls and superstores, and the inevitable polarisation of retail channels as consumers increase their use of internet shopping.
I know you’re a big believer that at the end of the day it gets dark, and I know that you would never throw out the baby with the bathwater. I also know you would be sure to have all your ducks in row. Do you have any other top tips for success in sales?
Never push water uphill. It’s very tiring and rarely delivers positive results.
Who will you be
interviewing next week ? Asda’s head of games, Andrew Thompson.
Azeem Sadiq, Comet
www.mcvuk.com
Graham Chambers, Amazon
Danielle Fleming, DSGi
Igor Cipolletta, ShopTo
Anthony Stocker, Argos
Stephen Staley, Gameseek
Joanna Hunt, Tesco
Gurdeep Hunjan, Sainsbury’s
Phil Moore, Grainger Games
December 17th 2010 65
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