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Game rolls out Xbox digital downloads in-store


Computer games retailer Game Group has confirmed today that everyone of its 620 stores in the UK will now sell digital downloads for Xbox consoles .

Game, which also owns the Gamestation-branded stores, trialled the interactive services, which allows customers to buy digital Xbox products such as full-titles and add-ons, at 44 stores earlier in the year.

It was the first service of its kind in Europe and meant gamers could pay for the products in store in exchange for a digital code on a receipt, email of text message which could be exchanged for the purchased goods via the Xbox LIVE online service.

Tricia Brennan, Group Commercial Strategy Director at Game, said “Customers tell us they like to buy digital downloads in store because it gives them extra convenience and control. It also helps them to discover the incredible games on Xbox Live for the first time.

“By promoting a range of Xbox Live titles throughout the UK, we’re introducing thousands of new customers to new entertainment.”

This latest initiative is part of a transformation process by the retailer to turn around recent disappointing trading and enhance its multichannel offering.

A similar trial of a digital download service for Xbox rival Playstation’s games was undertaken last month by the trader and several key management changes have been made to promote digital and online distribution.

Stephen McGill, Director, Xbox & Entertainment, Retail Sales & Marketing Division at Microsoft UK, added: “We’re delighted to see how successful the programme has been in Game since the initial trial in February and we’re really pleased that the programme is now being extended further giving Xbox 360 owners even more choice at retail nationwide.”

Published on Thursday 08 September by Editorial Assistant

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