GAME: "we can't stock absolutely everything"

By Wesley Yin-Poole Published 22 February, 2012

Shop talks cancelled pre-orders, Tekken 3DS, Ubisoft's Vita titles and game prices.

Struggling retailer GAME has admitted it is unable to stock all new titles.

However, it has promised gamers that it will honour pre-orders for games that are currently on sale.

GAME has not been able to stock some new games in recent weeks, including 3DS game Tekken: 3D Prime Edition and all of Ubisoft's Vita launch titles.

In both cases word of their GAME no-show came just days - or the case of Ubisoft's Vita launch line-up, hours - before the games were due to go on sale.

GAME's problems stem from the loss of credit insurance with the banks, which has had the knock on effect of publishers asking it to pay cash up front for stock - something the retailer is struggling to do.

At last night's Vita launch, GAME Group Marketing Director Anna-Marie Mason told Eurogamer that games it has been unable to stock may, eventually, come into stock, and insisted the specialist retailer still plays an essential role in the success of the UK game industry.

How important is Vita's launch for GAME?

Anna-Marie Mason: It's hugely important and meaningful to us that we are Sony's official partner in the launch. This being a success, not just for us but the whole market, is really important. It's a launch we all need, beneficial for all the publishers that have got behind it as well in terms of software. We're all looking forward to the energy it gives us as an industry, and bringing customers back into our stores and to our online business.

Do you expect Vita to have a huge impact in that regard?

Anna-Marie Mason: We've genuinely been delighted by the reaction we've had from customers, particularly at the point where they've been able to get hands on with the unit in store. We've been running an awareness campaign both online and in store since before Christmas. Our hardcore gamers have been curious about the product for months and months, but it's transformed the customer interest at the point where they can get into one of our stores and get hands on with it. We've been very lucky that we've been the only retailer that's been able to offer that.

We are confident and we have an expectation this will be a success for us and for the rest of the industry.

Why do you say it's important for Vita to give the industry some energy?

Anna-Marie Mason: The traditional packaged goods market, year on year, has been in decline. Even at our most busy period last year, as an industry, that market shrunk, and it shrunk significantly.

So, doing what we do as an industry best, for a launch like this, is absolutely vital. Customers are beginning to understand the power of what this device can do. We feel it's got longevity as well, post launch, which is something we're excited about. We're planning for it to have a role in our business for all of this year.

You aren't stocking Ubisoft's Vita games. Can you explain to our readers who were looking forward to buying these games in store what's going on?

Anna-Marie Mason: The first thing I would say is, we are and have been determined to bring a market leading proposition and launch for this product, and want to give our customers the widest possible range of options at launch.

What I would say about the titles within the Ubisoft range is, we're not stocking them at this point, but this market moves really quickly, so that situation may change. With regard to the customers we have in both brands and whether they're online or in store customers, we've spoken to them all and apologised that that isn't something we're in a position to offer them right now.

But for the guys who really want those games, we've got a download option for them, so they're not missing out on the game perhaps they wanted as part of their launch experience.

Last week GAME confirmed it would not be stocking Tekken 3D Prime Edition and cancelled pre-orders just days before it was due to go on sale. This week you cancelled the Special Edition of The Last Story, which is due out on Friday. What's the situation going forward? Is it the case that you are not in a position to stock all new titles?

Anna-Marie Mason: No. Part of our success as a business and part of our success with customers is we have the widest possible range we can bring to market. With Tekken, that was a very difficult decision that our business didn't have that title. But with regards to the Ubisoft titles, that is one moment in time. It doesn't mean to say we won't have that title or that part of our proposition on an on-going basis.

So these games may come in stock in the future?

Anna-Marie Mason: They may do.

Why is this happening?

Anna-Marie Mason: There's no one specific reason. There isn't one specific catch-all reason. We do endeavour to give our customers the widest possible range, whether it's GAME, Gamestation, online or in-store.

We can't stock absolutely everything. That's just not possible.

Why not?

Anna-Marie Mason: You can see, there's a finite amount of space in a store. The same applies in a rational way to our online business. There isn't a definitive reason why we haven't been able to stock those two things most recently. But that may well change.

What message do you have to gamers who are afraid of pre-ordering with GAME because they're worried they may be cancelled at the last minute because you can't stock them?

Anna-Marie Mason: Well, we know our customers really well. Most of them have a really long history with us, and they know as a business we are absolutely committed to giving the best possible range as much of the time as we possibly can.

The instances we've had in the last couple of weeks are absolutely the exception, not the rule.

Can you guarantee pre-orders for games that you are currently selling?

Anna-Marie Mason: Absolutely.

What's the stock situation with the Vita hardware? Will you be able to go into a GAME or Gamestation today and buy one?

Anna-Marie Mason: That depends on the level of consumer demand. We've got really healthy deposits on this product, and we know customers are going to be from tomorrow all through the weekend and picking it up. Sony's advertising and PR has really started to kick in. We'd love to be in a position where we're selling as much of the product as we possibly can.

So everyone who's pre-ordered will be able to pick up their Vita?

Anna-Marie Mason: Absolutely.

Will those who haven't be able to pick one up?

Anna-Marie Mason: We've applied our normal stocking rules to this product where we ensure we have all the stock we need to fulfil everyone's pre-orders and deposits. And we have a sensible approach to ensuring we've got stock for customers who are coming on more of an impulse purchase basis.

What's the split between the Wi-Fi only and the Wi-Fi plus 3G models? Do you have the same amount of stock for each one?

It's fairly evenly split, for now. Once consumers get hold of it and get stuck into it, there may well be a swing. But it's too early to call.

Sony has committed to making all Vita games available to download as well as buy from high street shops. What impact does that have on GAME?

Anna-Marie Mason: A big part of what we offer to our customers is advice and education. The programme our store teams have been on with Sony in terms of understanding what Vita is capable of puts us in a great position to help customers understand what it can and can't do moving forward.

Will we have a commercial role in that value chain? I absolutely hope so. But for now, it's about bringing it to market and us connecting to our customers and making sure they're getting the most out of it. There's absolutely plenty to be getting on with.

Do you feel GAME has suffered unwarranted doom and gloom in recent months?

Anna-Marie Mason: The trade and consumer press will always have opinions. We're stood here tonight. We'll bring a market leading launch to our customers. We have a hugely relevant role to play in this industry. We're confident about that role.

It's not for me to say whether it's unfair or not. People are entitled to their opinions. But we're confident about what we're doing and we're locked on to the future rather than conjecture about the past.

Commenting on opinion, whether it's in the press, whether it's on forums, it's a pretty pointless exercise. Whether we were in the boom times or whether we were in slightly more challenging trading conditions, people would always have those opinions.

We've just got to get on with what we do best, which is be a specialist and have the unique role we play in the eyes of our customers, which is a multi-channel business that's different and has a huge advantage to others in the same market.

One problem we hear often is how expensive games are at GAME versus how much they are to buy from the likes of Play, Amazon and other online only retailers. Could your GAME prices be cheaper?

Anna-Marie Mason: It's well documented. In a marketplace like video games, there will always be somebody that's selling the game cheaper. That's not what we're about. We've never tried to be, or never wanted to operate like that.

What our customers get from us, whether they shop with GAME or Gamestation, is more than a sterile transaction. They get the opportunity to transact with us in the way they want and they get added value. Our customers will vote with their feet.

We still have two-and-a-half million people coming into our stores every week. Hopefully we've got something right.

Picture of Wesley.

About Wesley Yin-Poole

Wesley is Eurogamer's news editor. He likes news, interviews, and more news. He also likes Street Fighter more than anyone can get him to shut up about it.

Read more articles from Wesley by visiting the Wesley Yin-Poole archive page.

You may also like...

Comments (115) Latest comment 3 months ago

Comments for this article are now closed, but please feel free to continue chatting on the forum!

  • CrispyXUK #1 3 months ago

    Why not? You're a games specialist.

  • X201 #2 3 months ago

    Anna-Marie Mason: Well, we know our customers really well. Most of them have a really long history with us,

    Aww, Anna. You didn't read my message from Friday did you? :(

  • TonyHarrison #3 3 months ago

    If a specialist game retailer can't stock everything, including niche titles, then who will?

  • asphaltcowboy #4 3 months ago

    "We can't stock everything - otherwise where would we put all the pre-owned stuff?"

  • Gearskin #5 3 months ago

    I wish EG would stop opening articles like this with inflammatory words. "Struggling" "Embattled".

    Can't we cut through the crap?

  • Golgo #6 3 months ago

    This woman is brimful of shit, just in case anyone hadn't noticed.

  • Whizzo #7 3 months ago

    What our customers get from us, whether they shop with GAME or Gamestation, is more than a sterile transaction. They get the opportunity to transact with us in the way they want and they get added value. Our customers will vote with their feet.

  • Joco84 #8 3 months ago

    Anna-Marie Mason: It's well documented. In a marketplace like video games, there will always be somebody that's selling the game cheaper. That's not what we're about. We've never tried to be, or never wanted to operate like that.
    What our customers get from us, whether they shop with GAME or Gamestation, is more than a sterile transaction. They get the opportunity to transact with us in the way they want and they get added value. Our customers will vote with their feet.
    We still have two-and-a-half million people coming into our stores every week. Hopefully we've got something right.
    And that, my dear, is why you are struggling to stay in business!

  • CrunchinJelly #9 3 months ago

    They're fucked.

  • IamWeasel #10 3 months ago

    If they cancel my mass effect 3 collectors edition preorder i will be fuming. I preorderd with them because it was hugely expencive and i had £20 of points on my card. Im preying that ill get it!!

  • beastmaster #11 3 months ago

    "Our customers will vote with their feet". I think they did that a long time ago.

  • Zozzilla #12 3 months ago

    They could at least make the bloody effort to TRY stock s many things as they can and reduce their damn prices while they're at it!
    Edited by Zozzilla at 22/02/12 @ 12:45

  • Cjail #13 3 months ago

    What our customers get from us, whether they shop with GAME or Gamestation, is more than a sterile transaction. They get the opportunity to transact with us in the way they want and they get added value. Our customers will vote with their feet.
    Please GAME tell me why my orders from you take 3-4 weeks to arrive when the competitors can deliver in, at worst, 7 working days.
    My relation with you GAME indeed has become a simple "sterile transaction" since you decided to ignore me.

    Edit
    My feet will be better used to run away from you GAME: the only thing that's stopping me from doing it NOW is that I have the Mass Effect 3 CE pre-ordered from you.
    Edited by Cjail at 22/02/12 @ 12:55

  • Afiddes #14 3 months ago

    'What our customers get from us, whether they shop with GAME or Gamestation, is more than a sterile transaction. They get the opportunity to transact with us in the way they want and they get added value.'

    'do you want insurance on that?' 'No' 'Do you want to pay for this?' 'no' 'how about this?' 'no' 'OK maybe this will interest you' 'no' 'OK, OK, but what about this' 'no, I just want my frigging game!!!.. yup, she is bang on the money there

    'Our customers will vote with their feet'

    Considering the fact that GAME really are circling the drain (using a scrubs reference),she is right, customers have voted with their feet, and brought their games from elsewhere

    I have to say if you looked under Fail in the dictionary, this paragraph surely must be seen in the definition

  • munki83 #15 3 months ago

    I agree with them they can't stock eerything. What they can do is honor their preorders. It may cost them a bit more but the customer will be happy and more than likely to keep using Game.

  • PixelPirate #16 3 months ago

    Perhaps one bigger more well stocked store,than several within minutes of each other all stocking the same 5 games, and little room for anything else then.

    The shop space rent saving alone would pay for a few niche games

  • bobdebob #17 3 months ago

    If GAME goes down we'll only have the supermarkets (and online) and they only stock the top 20.

    Accidently finding gems will be a bit harder.
    Edited by bobdebob at 22/02/12 @ 12:52

  • Rogueywon #18 3 months ago

    I picked up my Vita in a branch of game this morning and it is sat on my desk as I write, goading me. I can't wait to get home this evening and try it out. But...

    When I went into Game this morning, just in time to pick my 3g model up at 9AM, it was pretty much dead. By contrast, for the 3DS launch, the queue was most of the way to the door (possibly because they insisted on giving every customer a 5 minute spiel on insurance and trading in games, but still...) and I've seen bigger crowds for the launches of individual games. If today's Vita launch was Game's big hope, then on the basis of the evidence I saw in one store today, they're going to be disappointed.

    Several of my colleagues are getting Vitas too... but are hoping that Amazon will have delivered by the time they get home this evening.

  • Kelad #19 3 months ago

    I'll put my trust in you, GAME, cause I guess I belong to those who have quite a history with you. The fate of the Galaxy rests in your hands now (Please, don't screw up my preorder for the ME3 N7 Collector's Ed.).

  • Fantomex #20 3 months ago

    With game stores I've always preferred Game Station. They normally stock the niche titles. 3 copies of We Love Katamari on release is better than none. That was several years ago though...

  • Gimpy_Wonderland #21 3 months ago

    GAME are screwed, and that last paragraph says it all really.

  • niroe #22 3 months ago

    Post deleted at 12:55:11 22-02-2012

  • X201 #23 3 months ago

    "What our customers get from us, whether they shop with GAME or Gamestation, is more than a sterile transaction."

    Do I need to make the standard EG alteration to that sentence?


    Thought not :D

  • cheeky-sod #24 3 months ago

    "Anna-Marie Mason: It's well documented. In a marketplace like video games, there will always be somebody that's selling the game cheaper. That's not what we're about. We've never tried to be, or never wanted to operate like that."

    And thats why GAME is failing and wont be around for another year.
    Edited by cheeky-sod at 22/02/12 @ 12:58

  • Chompee #25 3 months ago

    We can't stock absolutely everything. That's just not possible.

    Why not?

    Anna-Marie Mason: You can see, there's a finite amount of space in a store.
    Perhaps they'd have enough room if they cut back on the huge pre-owned sections of crappy shovelware titles or wall space devoted to useless, cheap peripherals that nobody in their right mind would ever buy.

  • scouserfuller9 #26 3 months ago

    They can't fit it in the store they take so much pre owned stuff, as well as stock not selling with their stupid prices.

  • Petrarch #27 3 months ago

    @IamWeasel
    As Game were and still are the only UK source for the ME 3 collectors I'd like to think EA will make sure that launch goes through otherwise that's the market screwed for launch.

    I suspect once the launch is done and out of the way however, that EA will be telling Game that they won't be getting anymore exclusive deals for collector editions so well hopefully see things appearing on Amazon and the like for future titles rather than an all in approach.

  • DarthKebab #28 3 months ago

    Post deleted at 19:10:21 22-02-2012

  • Lukree #29 3 months ago

    Post deleted at 13:23:43 22-02-2012

  • Letsalljusthavefun #30 3 months ago

    To be fair Eurogamer readers are hardly GAME's target market. They're too busy chasing after the unknowing parents and casuals who don't know the first thing about gaming and a purely mainstream market who will, without fail, purchase the next rendition of COD and FIFA.

    This is their specialisation, not as a games retailer, and it's a specialisation that supermarkets are quite happy to fill.

    There does need to be a specialist games retailer on the high street. GAME isn't it.

  • Retry90 #31 3 months ago

    She's a marketing director - obviously has zero clue about the financial troubles they are in or likes to avoid the truth like real marketing professionals with bullsh1t.

    Game will be gone before the end of 2012.

  • Brownstudy #32 3 months ago

    She's really doing her best in that interview, but her words exude a real sense of failure. It's quite sad. I have to say, though, if Head Office is full of people all using the same corporate, meaningless business speak she uses, no wonder they're going down. Also, GAME: The mistakes you've made are obvious. You could have justified your higher prices by actually 'adding value' but you don't. Here's why:

    A Specialist Bricks and Mortar shop should obviously be staffed by knowledgable enthusiasts. Even if your staff do care about games, the shops are far too corporate looking to invite customers to walk in and chat about games. Uniforms and logos everywhere are so not gaming. It looks wrong. You could have made your shops look more like the local indie shop by letting staff wear their own clothes (maybe with a badge).

    Where's the memorabilia, the lifesized figurines, the posters on the wall? Make it look like you love games for god's sake! Make the staff look like they want to be there: that way the customer probably will want to chat about games in a geeked out gaming environment. Then he may feel he's getting added value.

    Customers want to feel valued. Your policies on second hand are atrocious. You appear to be mocking your customers. That is appalling for any business trading on 'added value'.

    Make your image less corporate, more 'hobbyist' and stop being so blatant about exploiting your customers. 'Added Value' is a great business model, but you don't understand it.

    Sort it out GAME. We need you, but we need you to change.

  • Stratix #33 3 months ago

    "Part of our success as a business and part of our success with customers"

    Probably not the best thing to have said. What success in a business? A successful business does not loose their credit insurance.

  • Eighthours #34 3 months ago

    So, doing what we do as an industry best, for a lunch like this, is absolutely vital.
    My favourite typo of the day.

  • Inmediasress #35 3 months ago

    That's the new slogan vote with your feet.

  • dose #36 3 months ago

    Laughable.
    A specialist store who can't stock those niche titles that the big stores don't carry.

    "They get the opportunity to transact with us in the way they want and they get added value."
    I don't call being hassled to take out a loyalty card, pre-orders, used games, and accessories every time I buy something as 'transacting in the way I want'.

  • DanForinton #37 3 months ago

    Our customers will vote with their feet.
    And I think it's safe to say that they have.

  • CORIANA_SIX #38 3 months ago

    They offered me £2 for Dragon Age II trade-in...and they wonder why people think they're a joke!

  • Lucodeath #39 3 months ago

    But you certainly know how to charge.

  • AntiRad #40 3 months ago

    Can you guarantee pre-orders for games that you are currently selling?
    Anna-Marie Mason: Absolutely.
    The Last Story (special edition) cancelled two days before launch, with word that customers are having their orders converted to the standard edition. So Anna-Marie's response is instant clownshoes.

    Why would *anyone* trust a pre-order with Game in the future, knowing that they might not stock it - or else decide not to a few days before release and convert their order to a stand edition?!

  • Spong #41 3 months ago

    Given the stories of late, I don't think it'll be long before we can substitute the word "everything" in this story's title with the word "anything".

  • X201 #42 3 months ago

    @Brownstudy

    Well said sir.

  • BOFH_UK #43 3 months ago

    Very telling that despite being asked very specific questions there isn't one specific answer given. Even that 'added value' nonsense in the last answer doesn't have a single concrete example of what such value might be. Of course that's likely because it doesn't exist in the context she's using it here and actually refers to 'benefits' such as insurance, trade-in and other extra cost items.

    Depressing to see, certainly suggests that they really don't have a creative way out of the situation and intend to keep doing what they're doing and pray something changes.

  • cowell #44 3 months ago

    Agreed that GAME needs to tinker with a number of elements to fix its business. However what many of you don't appreciate is that the disappearance of GAME will have serious consequences for a number of publishers. Speaking as an employee of one, here is my view.

    Despite their problems, they are still kicking in massive chunks of the day one sell through of major and minor releases week in week out. Tekken 3DS showed what can happen. Without GAME it sold less than 500 which is pathetic whatever your view of the franchise and the format. My hunch is we'll see the Ubi Vita titles underperforming as well (but perhaps that Amazon pricing error might skew the numbers!).

    Some customers simply relocate their orders but the GAME chunk is massive and all of it doesn't simply reappear elsewhere overnight, its a lost sale for the publisher. When Woolworths went pop, they were about 10% of the market and even that meagre share didn't simply go to Asda or Tesco the next day. That casual/ family sector took a long time to relocate itself and build up again.

    My point is that if GAME disappears, other retailers are not going to up their day one order that was supposed to be shipping out. This in turn has huge ramifications for marketing spends and other costs on the publishers side.

    A publisher will finance a marketing spend based on expected ship out. Lets imagine that XYZsoft is shipping 100,000 units of Call of Battlefield 8 for 360 into the market and spends £250,000 on marketing it. If GAME goes bust and their order vanishes over night, XYZsoft is now only looking at shipping out 75,000 (for example) but has still already committed to the marketing and is on the road to trouble itself.

    Publishers just cant rely on online retailers who order one week's stock at a time and then re-order. The impulse purchasers disappear in their droves, marketing budgets get cut and market starts to reduce further and further in size with the casuals all quite happy to spend 69p on iPhone apps and big budget console products no longer breaking even and fewer and fewer being commissioned.

    This possibly also indicates how broken the current console product model is, but thats another TLDR for next time......
    Edited by cowell at 22/02/12 @ 13:51

  • Bullet_Tunnel #45 3 months ago

    adios\.losers

  • RawShark #46 3 months ago

    Article in one month time:

    Game: "We can't stock absolutely anything!"

  • huckan #47 3 months ago

    @CORIANA_SIX I'll give you three ;)

  • Mr_Brown #48 3 months ago

    Game cannot stock most games? If they have the same stock as HMV or ASDA then you know you're doing something wrong. If they are not going to offer better prices than everyone else then they need to offer special edititions and niche products.

    I do not think losing Game will harm the industry at the moment. It will be one less place to buy pre owned games but they rarely stock niche games anymore. Think of it like this, with Game gone, it may open the door for indie shops which they forced out of business.

  • Britesparc Verified Creative, ITV #49 3 months ago

    @AntiRad see, that's what I'm worried about. ME3 Spesh Dish pre-order, and I've got £25 on a Game card to take off the price. So I feel genuinely tied into getting this from Game, and I'm really worried they'll fall apart.

    Two weeks! Please hold out just two more weeks!

  • ghearoid #50 3 months ago

    I voted with my feet and stopped shopping at Game a while back. I don't even use their online shop and stick to Amazon or Asda when they've got a good deal on. I used to go in to Game at least once a week but I'm done.

  • Makeem95 #51 3 months ago

    I'd give her more credit if she just admitted they have to pay upfront for the stock so they have to choose what not to stock rather than talk complete and utter shit.

  • AntiRad #52 3 months ago

    @BOFH_UK

    This rendered the above conversation to Homer Simpson's responses when 'promising' Marge he wouldn't buy Lisa a Pony. :)
    Edited by AntiRad at 22/02/12 @ 14:05

  • 32768Colours #53 3 months ago

    9 instances of the word "absolutely" in one interview. Is this a new record for an industry executive?

    I absolutely think it might be!
    Sony has committed to making all Vita games available to download as well as buy from high street shops. What impact does that have on GAME?

    Anna-Marie Mason: A big part of what we offer to our customers is advice and education.
    So you'll be telling them that its better to buy a boxed copy because you can trade it in at your local branch of GAME, right?
    What our customers get from us, whether they shop with GAME or Gamestation, is more than a sterile transaction.
    A sterile transaction is just fine thanks. I'm buying a bloody video game, not a three course meal in a top restaurant!

    GAME just won't get it right will they?

  • spatuluk #54 3 months ago

    Maybe if they didn't employ so many people to assault me as I try to browse their minimal displays (and ignore the people waiting at the till), they'd have more money to put games on the shelves!

  • Afiddes #55 3 months ago

    Ok, let's be honest here. GAME is the largest retailer of video games in this country, I don't like them by the sounds of it alot of you either agree or beginning to get fudged off with them. However GAME will not go away. Our best hope is that it goes into administration some rich gamer decides s/he wants a business in the sector he loves buys the brand and re develops it as a gaming Mecca. What we need is an owner who cares more about games then large profits.

    Shiek mansour for GAME!!!!

  • sega #56 3 months ago

    Yeah, this should only be of worry to Game and not to the rest of us. Most gamers have moved away from using the store simply because of its blandness. When browsing a video game store, you hope to find something cool that isn't in the top of the charts - something unexpected.

    If people just went there to buy the latest Call of Duty or Fifa game then there really is no need to browse, is there? You know what you want already - however if you want to shift more titles than those few, you have to cater for people who want to seek out a hidden gem. At the moment everything else is mostly made up of last years chart games.

    When Game goes, new retailers will spring up in its place. Video game stores arn't going anywhere - they just become bland, die off and then gets replaced by something new and exciting where the cycle will probably repeat.

  • AntiRad #57 3 months ago

    @Britesparc

    I really hope you get it, mate :)

    I have a ton of stuff to trade in to get The Last Story and was traipsing around my local game stores trying to get prices and get confirmation that the game was coming in.

    Thank God I didn't return to them and trade in for credit, otherwise I'd be in a similar situation. O_o

    My inking was Grainger Games, for not only matching CEX's price, but for their knowledge and professionalism in the conversation afterwards.

    I went in again this afternoon to confirm the special edition was coming in, spoke to different member of staff and once again was impressed.

    I've not used them before, but will do in the future.

    I know that sounds like an ad, but a little customer service is a rarity these days - and the last time I visited Game the staff member seemed genuinely put out that I was interrupting them from doing nothing at all and having the gall to ask questions.
    Edited by AntiRad at 22/02/12 @ 14:19

  • super_monty #58 3 months ago

    I got £80 on gift vouchers for Gamestation, I have been struggling to spend them because they don't seem to stock the new games I want anymore.

  • super_monty #59 3 months ago

    @AntiRad

    Try getting Xenoblade Chronicles from specialist retailer Game station also impossible.

  • Facepalm #60 3 months ago

    The fucking publishers should get behind GAME.

    Sales benefit both of them after all. Stock, sell, reward.

  • Brownstudy #61 3 months ago

    @32768Colours

    Gaming is a hobby, a passion, for a huge (and growing) number of people. I think there's a massive market for buying games in shops. Mason understands that lots of people don't want a 'sterile transaction' when buying games but doesn't realise that that is exactly what GAME provides.

    Make GAME a place where people can indulge their hobby. As I said earlier, posters and memorabilia are a great way to make people want to visit the shop. No space on the walls? Use the ceiling.

    Weekly tournaments in which gamers can win vouchers and/or near-zero-cost goodies i.e ltd edition postcards and certificates would create the perfect buzz in store. Guess what people do when they're hyped up? They spend money.

    Gaming is geeky and geeky is becoming very cool. GAME should embrace that quickly if they want to survive.

  • Rogueywon #62 3 months ago

    I've often thought that one of the biggest mistakes that Game made - and made some years ago - was the shift from spine-out to face-out displays for most of their game boxes. Face-out for one or two high-profile, big-name releases makes a degree of sense. But as a bricks and mortar store, your big disadvantage against the online retailers is that you have to think about shelf-space a lot harder.

    Having face-out display for the majority of the boxes on your shelves (and it only tends to be that little rack of PC titles that get spine-out display these days) just exacerbates your weakness.

    The UK's bookshops made the same mistake. You've seen how well those have been doing recently, right?

  • PaulLFC #63 3 months ago

    I went to have a look at the Vita prices in Game today, all of the games are being sold at full RRP, unsurprisingly. Uncharted is £44.99, Wipeout £34.99, and so on.

    Meanwhile Grainger Games are selling the exact same titles at cheaper prices - £39 for Uncharted, £30 for Wipeout, £30 for Everybody's Golf, etc.

    Game really need to look at their pricing model - "because we have shops" doesn't cut it any more when you have competition from other retailers who also have shops but can sell games cheaper than you can.

    They also don't appear to be stocking Shinobido 2 on the Vita - it had a "Coming soon" sticker on it like Rayman, Lumines and the other Ubisoft titles.

  • digitalash #64 3 months ago

    Information content of this interview: 0.

  • omisnad #65 3 months ago

    @super_monty - As a last resort just buy some PSN cards or something.
    I was in the same boat (been trying to offload £40 points for months). Luckily i managed to spend £20 last weeek, and the rest today. I wouldnt hang around as i think they only have a few months, if not weeks left.

    Seriously, i was shocked last week at how much they had cut back. Then today they only have half of the displays that they had last week!!! All the center displays are gone except 1 hex shaped display that they put the prima game guides on - and that was empty bar one guide.

    I didnt think they would make it till the end of the year, but now i seriously doubt they will make it till the end of March.

  • Moz #66 3 months ago

    I picked up my vita and bits from GAME this morning and noticed that there are property of Sony stickers on the back of everything. Is this the case for all retailers or is this another sign of GAME's plight that they've had to come to some sale or return agreement with Sony?

  • Daryoon #67 3 months ago

    If they own 2-3 identikit shops in nearly every major town/city, and the Gamestation name, why couldn't they use one Game-branded store for dealing with the mainstream, and one branded Gamestation for the 'enthusiasts'? Or one dedicated pre-owned/retro, another to recent releases? Or have a store for each major brand? Or, you know, anything that isn't their current business model...!

  • shaunomacx #68 3 months ago

    Anna-Marie Mason: You can see, there's a finite amount of space in a store. The same applies in a rational way to our online business.
    .....finite space on a website.

    News just in, you can make that sonofabitch as big as you want - see Amazon.

  • robthehermit #69 3 months ago

    Game can do one. I only really use them for sales, and my two currently preordered games (ME3 and Witcher 2) are both with shopto. Much as I would have liked the CE, I don't have the cash for it, so I wasn't tied to a single retailer. I'm assuming they pay a premium for all these Game exclusive sets they seem to have, perhaps that money would be better spent on increasing their range and lowering some of their ridiculous prices.
    Edited by robthehermit at 22/02/12 @ 14:32

  • shaunomacx #70 3 months ago

    @Daryoon Wasn't that the idea? Before they realised they could price match the brands against each other and become the next Dixons Group.

    Pathetic.

  • [STARS]TyranT #71 3 months ago

    When, and only when GAME start to use display copies and not put my brand new game in a fucking draw with finger prints all over the disc will I consider going there again. Baffles me that people pay more money for an opened 'new' game when I can get it cheaper online, nicely sealed and untainted.

  • Twistedknight #72 3 months ago

    We can't stock absolutely everything ..
    If this woman took a look at the company she works for, she will see that there's bugger all in stock.

    A company clearly who have delusions ..and a company in its dying days

    We are voting love..and not choosing to shop @ game..

  • Ryze #73 3 months ago

    GAME:
    "we can't stock absolutely everything"
    Your competitors can.

    GAME OVER YEAAAAAAAHHHHHH!
    Edited by Ryze at 22/02/12 @ 15:23

  • Porkins #74 3 months ago

    @Moz Its a sign of GAME's sale or return agreement with Sony. Technically all the vita stock GAME/Gamestation sells is property of Sony until purchased by the consumer at the till.

  • Virtual_Entity #75 3 months ago

    @bobdebob just go onto shopto.net - absolutely amazing service

  • metallicorphan #76 3 months ago

    If they 'can't stock everything',does that mean they wont be stocking the Kingdoms of Amalur:Reckoning guide that gets released this Friday?(it was delayed originally)

  • eviroboy #77 3 months ago

    We can't stock absolutely everything. That's just not possible...there's a finite amount of space in a store
    So why is over half of each store just empty promotional boxes and items not in stock?

  • Tyronne #78 3 months ago

    I have been voting with my feet, I walk in, see the piss poor managed line to the til , walk back out again and then go buy whatever it was I was getting cheaper online...saved me a small fortune it has.

    Thanks Gone er I mean Game.

  • tnman #79 3 months ago

    What our customers get from us, whether they shop with GAME or Gamestation, is more than a sterile transaction. They get the opportunity to transact with us in the way they want and they get added value. Our customers will vote with their feet.

    We still have two-and-a-half million people coming into our stores every week. Hopefully we've got something right.
    Quoting footfall as a positive is ridiculous. I can wander in, poke at an Angry Birds plush, then walk back out again and not buy anything, and that's a good thing?

    Conversions are where it's at, and for her to not use that buzz word is unusual.

  • Kremlik Verified Co-Founder, Crash To Desktop #80 3 months ago

    This basically sums up what killed GAME

    I just bought FFXIII-2 for the PS3 for £25 from Shop.To, a few weeks after the release, I can probably go to GAME in a few weeks time and most likely make a profit getting back £27-£30 with them trying to compete with the other stores to get my custom.

    GAME will get me buying a PC title at £30, however they haven't made any profit from it as they 'bought' my FF for the same price and most likely will be unable to shift my used copy as it will be only priced a few pounds from a new version, with the increasing amount of 'game passes' and Project 10 dollar titles now, it's unlikely for a recently released game to sell pre-owned at a near 'new' price.

    After all that they basically made a loss from buying my game, and that is the core problem - GAME over committed to selling pre-owned titles to make money, IF they had kept buying in new titles and sold them cheaper then their competitors it may have helped them offer much better deals on pre-owned prices both buying and selling then would have drawn in more business.

    Unlike Gamestop in the US, GAME doesn't have the UK over a barrel when it comes to releases, we are a stubborn lot and refuse to stick with one retailer, and we refuse to allow to be taken for a ride with less then a third of the RRP on games for trade in.

    There are two ways GAME can take it now: Either only take in pre-owns for the latest titles and after a set time sell of the older pre-own titles and save floor space and basically wasted stock and push new games more.

    Otherwise the second option is to scale back the business to online only to try and still compete with the online retailers, because the way a lot of things are going digital will replace disk as the preferred medium (the PSN/XBLA card walls prove that in GAME right now), and the only thing we really want to buy from a brick and mortar retailer in the end, will be hardware and collector's eds, and the odd new title, everything else is wasted space, which ATM for GAME they can't afford. If they can't provide that, a 'basic need' they are not going to last much longer.
    Edited by Kremlik at 22/02/12 @ 16:57

  • jogyourmind #81 3 months ago

    That's a shame, because you know who can stock absolutely everything? Online suppliers. So yeah, good luck with your shop.

  • Dr.Buckles #82 3 months ago

    Every time I have ordered on line they have cocked up the points on my account, they can't even get the online side right, they stand no chance. as long as my N7 mass effect 3 comes I don't care what happens to them.

  • erekose200 #83 3 months ago

    The sooner game dies, the better. They are the most expensive game shop and that's NOT just including online retailers.

    Staff from game seem to vary from arrogant, rude, bullies, to ignorant drones. They rarely know much about their actual products and force the hard sell. Shopping at game is a horrible experience. Also why does Game so often smell of BO? Yuck.
    Edited by erekose200 at 22/02/12 @ 17:15

  • 32768Colours #84 3 months ago

    @Brownstudy

    I agree entirely if you're looking at it from a hobby perspective. I'd be well up for that. Sadly however, GAME's approach to "adding value" as she puts it has nothing to do with fostering a gaming community.

    Instead, their "added value" amounts to being pestered while browsing the shelves by assistants who usually have far less knowledge than the average gamer, and being pestered further at the point of sale with everything from strategy guides to insurance.

    Its an environment where the "hard sell" is everything and that just puts me - and plenty of my friends - right off.

  • jbrollse #85 3 months ago

    I don't understand the argument that Game is better than supermarkets who only stock the top 20. Been in three separate games since Sunday, they had a top ten for each format, another 10 shovelware. The rest is preowned, preorders and accessories.

    If you're a specialist retailer, how about specializing? Or just selling something? In the meantime I'll stick to cheaper less annoying options.

  • minimong #86 3 months ago

    @bobdebob
    Open your eyes mate.Game is not nearly as important as you think it is, hence way they are struggling.
    There are many more independent game specialist on the high street that do a better job and are cheaper.

  • SG #87 3 months ago

    At last night's Vita launch, GAME Group Marketing Director Anna-Marie Mason...insisted the specialist retailer still plays an essential role in the success of the UK game industry.

    I'd say the opposite - they bought out Electronics Boutique and Gamestation which then became like Game and they were far better before.

  • hedges1001 #88 3 months ago

    IMO game can eat a big one. thankfully gamestation is still honouring last story LE pre orders

  • Pineapple-Cannibal #89 3 months ago

    If GAME go under I bet Gamestop will buy up half the stores and it will be business like normal for a while.

    And I agree with some commenters, I have never understood why game shops never want to sell much merchandise and the stuff they did stock in GAME was second rate. When it was the good years why did they never bother stocking like square-enix figures or making deals with Nintendo to get the good quality stock, all of which would sell well and help their health as a company in the bad times.

  • SG #90 3 months ago

    Wow, just... wow. They are so out of touch about what customers think of them.

  • Welderman #91 3 months ago

    they sure as hell better not cancel my Diablo 3 pre-order. World War 3 will break out if they do.

  • o_a_morgan #92 3 months ago

    We got an e-mail this afternoon saying all is well (again!) but also that they are shutting 35 more stores (sounds well) I work for gamestation so we are both in the same boat. The company is backing vita to carry them, doesnt take a genius to work out that aint gonna end well. If it does then we are safe. Till Mass effect 3. Got pre-owned fifa on vita already, at a fantastic 42.99!! Way to compete with the market guys. Also us and game are the most expensive for the Vita, along with HMV but their bundles are a good 30 quid cheaper. also they should keep game and gamestation as two entities in more than just name. go to either and all you will get is pitch after pitch to pursuade you to buy 'fantastic products' that are far from fantastic. we are sinking our own ship and driving all of you elsewhere. And i cant blame you

  • Hadhan #93 3 months ago

    I'm in Derby, and Game and Grainger are literally a couple of stores apart.

    Had a look min both today, and every game is a good £5-£10 more expensive at GAME.
    And the preowned is even worse.... bargain basement £5 games at Grainger are £10 each at game.

    Sorry GAME, but until you at least try and compete you will continue the slide into insignificance.

  • SheffAl #94 3 months ago

    Game needs to die now so we can get a better games shop in its place.

  • niteninja #95 3 months ago

    The biggest pile of damage control bullshit ive ever heard.
    Stores are not getting stock of new games,high ups are walking out of the company,publishers are losing confidence in game and gamestation,nobody answers the phone at customer service and IT.
    we cant price match with grainger anymore the company can not spin the fact that it has pissed market share away to its rivals.

  • secombe #96 3 months ago

    What our customers get from us, whether they shop with GAME or Gamestation, is more than a sterile transaction. They get the opportunity to transact with us in the way they want and they get added value. Our customers will vote with their feet.
    That's genuinely the most spectacularly false/rubbish/misguided PR guff I've ever read on this site, and there have been some classics.

    Are they really that far out of touch? Certainly the majority of staff who are happy to speak out rarely mention other than having to push special offers/pre-owned stuff on people.

  • m0dm0use #97 3 months ago

    Game killed the small retailer, I do hope that Game closes up shop and the staff find jobs else where in the gaming sector.

    I'm not pre-ordering with them anymore who is to say if you're order is safe to only find days before they might cancel.

    I'd rather go with a retailer who I am certain charge less for games, have a better customer service team and don't tack on tacky exlusives.

  • lucky_jim #98 3 months ago

    I'm sure this person means well, is very nice and all that, but all I saw was a wall of management-speak. No evidence of any personal interest in, let alone passion for, games.

    And that's the problem with Game. They weren't always like this.

  • Lucodeath #99 3 months ago

    @32768colours Only A Sith deals in absolutes.
    Edited by Lucodeath at 22/02/12 @ 19:54

  • DisneyJon #100 3 months ago

    If they screw us over on me3 collectors then they may as well close. I imagine the fury would be great

  • Shadders #101 3 months ago

    I notice GAME have changed the wording on their pre-order guarantee. It used to say "Pre-order Promise - Get it first - Guaranteed!", but now says "Pre-order Promise - Get free UK delivery on Everything".

  • ajaxpliskin #102 3 months ago

    I've always been treated well in Game... Gamestation on the other hand...

  • 5ypher #103 3 months ago

    Unfortunately the truth is there isnt a large markup to be made on the sale of new games.

    I deal with business's who themselves have tried to stock games, but the numbers that stores buy them at are near the RRP.

    So these stores then obviously move onto something which will make profit (used titles) and now the industry wants to crack down on it. Its just laughable. Only destroying their own marketplace for pure greed.

  • Cheeseasaurus #104 3 months ago

    You know if they didn't devote about two thirds of the shop to pre-owned games, they might actually have space for some new stuff...

  • bitteroceania #105 3 months ago

    I am honestly absolutely astounded that Sony's "official Vita launch partner" could not even stock roughly a third of the launch titles. AND that they only announced this hours before the launch!!!

    Sony must be PISSED.

    And Game still believe that they are market leaders?? This woman is a moron. She actually believes people would rather pay a premium so that they don't have to have a "sterile transaction" when buying their games? How the hell did she get her job!?

  • MrChuckles #106 3 months ago

    We can't stock everything new, but we'll buy everything off you cheap and sell it back at full price if you like...

    'GAME - Cash Converters for the Internet Generation!'

  • o_a_morgan #107 3 months ago

    @metallicorphan we spent a while wondering why our stock had property of sony stickers earlier today (thats how informed we the staff are) I thought it was to make the baliffs work easier.

  • axisofweevils #108 3 months ago

    They will honour all pre-orders

    Unless it's the Limited Edition Last Story for Wii, in which case, they'll replace it with the standard version without telling you.

  • malforian #109 3 months ago

    @32768Colours No they won't staff complained about the "script" given for
    Them to use at till points saying it put customers off .... We were just told " no it's what they want .... Specialist service " /facepalm!

  • Snake_2011 #110 3 months ago

    Rogueywon my store was full at 8.15am of Vita buyers.

  • Shadders #111 3 months ago

    @5ypher "I deal with business's who themselves have tried to stock games, but the numbers that stores buy them at are near the RRP."

    That's not really true of GAME though, they buy in a £40 at about £26

    The industry stamping out pre-owned is not "destroying their own marketplace", the market and demand for games will still be there without GAME. If anything it'll push consumers towards download services which carry an even higher margin for publishers/developers.

  • Snufkin #112 3 months ago

    Avoid the real question much??

  • xXHamdamcwaXx #113 3 months ago

    I wonder if this Anne-Marie woman will devote any time to reading ANY of these comments herself? This is one of the most interesting articles EG have published this year, simply on the basis of the comments raised over it. I can see at least 3 "reasons why they're failing" comments that are serious and thought out and quite inciteful. Similarly, I can see about 10 "ways to save GAME" that bear serious consideration.

    But I reckon she'll stop 2 seconds after vetting the article for typos and misrepresentation, which is a shame, but the way of a corporate drone. The main reason GAME seems to be failing is lack of engagement with the gamer community. How hard would it be to invest 10 minutes of time to get more of a feeling of what your customers or potential customers actually thinks?

    They may be overpriced, they may be blinkered in their current resale heavy policy, but they have the potential to be a great ally for gamers in the high street. Yes, we could live without them, but it would be a shame to see them go.

  • curtisisabell #114 3 months ago

    they might as well quit, have a huge sale, and hope to pay off the debts.
    if u can't stock games for launch give up.

  • megurushi Verified Consultant, 2e2 #115 3 months ago

    I think Game and other retailers try to make too much profit from second hand games, so often have I seen new titles second hand only a pound or two cheaper than new. Like @Kremlik said above, prices are so high you can make a profit on your trade-ins. I was in a queue at Gamestation once and 4 people ahead of me traded in games and left with new games (or 2nd hand games) and not a single coin entered the till. I felt like a mug when I handed over actual cash, like I was missing out on a trick!
    I've always admired the 2nd hand market in Japan where it's more like browsing for old books/comics. In the UK the focus seems to be 2nd hand in most stores, maybe it's the same elsewhere, I just don't know about it...
    I can understand why publishers dislike the 2nd hand market, when on the first week of release you can already buy the game via that channel. There's always that paranoid feeling that Game are putting new titles up as 2nd hand and basically offering an attractive "discount" to the unsuspecting public. Ridiculous I know, as if they would...

    So what do we do? Put in legislation that retailers can't offer 2nd hand games within 2 months of the release date? Sounds ok to me, but then I can afford the odd new game. So maybe they need to lower prices to make that an option? Ah, but then they'd need the owners of high street property to lower their rents so they could afford to do that!

    The consumer is dictating the direction of the market and they are not giving high street stores enough business, they want cheaper and they want more choice. Imagine how well Game would be doing if they had all the UK PC sales from Steam or from Play.com & Amazon. We have voted with our feet and wallets, we shop where we get the best deal, we buy where it's easy.
    If Game wants to compete it needs to adapt to our behaviour because we will not be told how to live/shop, we won't change our ways to suit them and nor should we.