NEWS
Jonah Lomu tackles retail on October 14th
LEADER RETAIL IS REACTING FASTER
THAN YOU MIGHT THINK
IF MCVgave out a Cliché of the Year award (and at this rate, we just might by December), it’d go to the year’s most over-used phrase: ‘Retail must evolve’.
Now, clichés are clichés for a reason (as the, er, clichéd phrase goes). But this, truly, is the soundbyte of 2011. It’s been spat out during many of the execs’ interviews I’ve conducted this year. For the likes of EA, Xbox Live and OnLive – the hungriest of the digital games mavens – it’s the default phrase to defend their new strategies, but keep their High Street partners sweet. Whether it smacks of media training or not – and regardless of whether this particular epithet has been said so often it has lost all meaning – there is an element of truth here. However retailers themselves will tell you their job has alwaysbeen this way – the bravest are the survivors. And thankfully retail is evolving already. Here are three examples that prove it.
by Dominic Sacco
THE NEXT Rugby Challenge title will launch a week ahead of the World Cup final on October 14th, Alternative Software has announced. Jonah Lomu Rugby Challengeis officially endorsed by the New Zealand rugby star, and the game’s publisher expects it to perform not just around the World Cup but over Christmas and beyond. “We’re really pleased to be able to satisfy the huge demand from rugby fans across Europe by launching Jonah Lomu Rugby Challenge on Friday, October 14th,” Alternative Software MD Roger Hulley told MCV. “With more licences, more players and more competitions than any other rugby game available, we expect Jonah Lomu Rugby Challengeto continue to sell throughout the gifting season and the coming year.” The title has a number of official in-game licences including those for the USA Eagles, the All Blacks, Tri Nations, Super Rugby teams, Aviva Premiership Rugby, the ITM Cup and more. Hulley says Rugby Challenge’s appeal extends
www.mcvuk.com
beyond fans of the Rugby World Cup, with supporters of UK-specific rugby teams targeted.
We’re really
pleased to be able to satisfy the huge demand from rugby fans. Roger Hulley, Alternative
“
“Our offering to the consumer isn’t just a game based on international rugby, but also for Welsh, Irish, Scottish and English rugby club fans with the official licenses for the Aviva Premiership, Rabo Direct Pro12 and all leading European rugby clubs.” Alternative Software: 01977 555000
“Our marketing and PR plans really kick into gear at the beginning of October, ensuring consumers will be fully aware of our activity pre- and post-release, and we’re already seeing the evidence of this with strong pre-orders both online and in-store.
ONE. GAME is embracing digital faster than anyone thought. Xbox Live Arcade and PSN cards are rolling out across all of its stores. Last week it became the world’s first retailer to back OnLive. CEO Ian Shepherd’s digital overhaul of the firm is now in full swing, and showing GAME with more intelligence than ever – it’s progressive, not passive aggressive like some of the competition.
TWO. Meanwhile, check out Asda, seizing its destiny in online. GAME had already refreshed its websites, and GameStop UK is a growing force there too. In games, online retail is more important than ever. As one of the bigger firms in games, it makes sense for Asda to manage this directly. Its team won’t like me pointing it out, but poke through the T&Cs and you see the site is based out of Guernsey – if any more proof were needed that its price challenge to Amazon is no lie.
THREE. Smaller firms are looking to new opportunities too. Take DVD & Blu-ray. GAME, has started stocking them again, and we understand smaller and indie outlets are as well. It’s beyond a trend – we’ve started weekly coverage of the space, in MCV’s unique way, starting today on page 56.
So the High Street is clearly accepting the challenges out there. The next time an exec tells MCV‘retail must evolve’, we might just bite back with ‘They already are – but what are youdoing to help them?’
Michael French September 30th 2011 5
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