New UK retailers aim to change the way in which videogames are sold

New UK retailers aim to change the way in which videogames are sold

A retail start-up calling itself Control is aiming to establish itself on UK high streets in 2005, and “promises to change the way in which videogames are sold in the UK”. Boasting of ambitious growth plans, solid funding and support from games industry veterans, Control announced that it will open a number of stores later this year – with more to follow. Control’s management team is headed up by Richard Hammond, author of “Smart Retail”, who spoke of how “Retail is literally the shop-window for video gaming” and Control’s desire to “represent our industry in a new and very positive way”.

Many retailers are now telling gamers they cannot buy just the console. Instead, they have no choice but to pay as much as £100 for bundles of extras, often at close to full market prices. At one retailer, the cheapest bundle available for users under the age of 18 is £237.94, whereas the recommended retail price of the console on its own is £104.99. A bundle with games only suitable for people over 18 is available from the same retailer for £177.97.

The grocer now controls 29.1 per cent of the market, according to the latest TNS figures. The retailer also achieved year-on-year growth of 13 per cent. Meanwhile, Somer field boosted its share by 11 per cent year on year, to 3.6 per cent. TNS communications director Edward Garner believed the grocer’s performance would set it up well for a merger with Iceland, following yesterday’s offer from Baugur. He said: “If the bid is successful, it would enable Baugur to bring the Somerfield and Iceland fascias together to mount an assault on the growing convenience/top-up shopping trip. This could bring some competitive pressure to bear on Tesco, because it endeavors to attract a similar type of shopper into its Express stores.