NEWS
RETAIL INTELLIGENCE Head to
www.mcvuk.com for daily market data and news. This week our Retail Biz section starts on p31
68% of Xbox subs bought at retail Microsoft: We have no plans to release digital games at the same time as boxed lFurther High Street DLC bundles due by Christopher Dring
THE HIGH STREET can play a major part in selling digital games, and Microsoft has the proof. Two thirds of Xbox Live Gold members paid for their subscriptions via traditional retailers, the platform holder told MCV.
It highlights the extent to which retail has played a major role in growing Xbox Live, and Microsoft is working on a number of new initiatives to help stores get a slice of its digital revenue. The firm added it has no plans to release full game downloads at the same time as their boxed counterparts, out of respect for retail. It is in contrast to Sony, which revealed earlier this year that PlayStation Vita games will be released digitally and in a box at the same time. “There are no plans in terms of that kind of day and date parity,” said Xbox Live marketing manager for EMEA Robin Burrowes.
“
A third of European Xbox Live members buy subscriptions in stores
“We are very respectful of
the retail environment, in that we have a window between the release of a retail game and the digital one. There’s no immediate plans to change that. “We are continuing to talk to retail in different ways. We are looking to introduce new digital innovations to
drive more business. We’ve been testing electronic software distribution in a couple of places. We will be testing point-of-sale activation, which is similar to buying cards in store and being able to redeem that code at the point of purchase. We are introducing new digital tokens and are
working very closely with retailers. 68 per cent of Europe’s Xbox Live subscription acquisitions come from retail.”
The firm is also more active in bundling DLC and XBLA games with retail releases – such as Fruit Ninja Kinect being included with upcoming Kinect game The Gunstringer.
by Christopher Dring
THE UK boxed games market has recovered from its ten- year low on the back of Deus Ex: Human Revolution. Square Enix’s latest blockbuster shot to the top of the charts, and is the first quality triple-A title released in months. The UK games retail market was worth £14.6m this week, a rise of 62 per cent week-on-week. The number of units sold increased 32 per cent to 652,155 week-on-week. “After a quiet summer, gamers finally have
4 September 2nd 2011
something to get their teeth into,” Square Enix’s UK general manager Doug Bone told MCV.“Everybody’s put a lot of hard work into the
launch, so to have a fantastic start is a great reward for an incredible team effort. “The Deus Exbrand has been quiet in recent years,
but this patience has allowed the team in Montreal to create a product that truly lives up to the heritage and delivers an experience
We’re talking to retail in different ways and are introducing new innovations.
Robin Burrowes, Microsoft
Added Burrowes: “For certain Kinect games out this Christmas there will be codes included. Sometimes we will be doing: buy a subscription card and get some points which can redeemed against movies or games. We are continuing to innovate that.” Microsoft: 0870 601 0100
Deus Ex gets UK games retail back on its feet
that confidently cements Deus Ex’s position as one of the leading brands in gaming. “Sincere thanks to our partners across the trade and media in helping make Deus Exthe game that kick- starts the market. We expect this success to continue through the key Christmas period.”
UK games retail will hope this momentum can continue to Christmas, with a number of promising games due out every week until December. Square Enix: 020 8636 3000
www.mcvuk.com
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