HMV and Game have both boosted their physical entertainment market share despite the sector struggling overall.
According to new data from Kantar Worldpanel, video game retailer Game saw its market share of physical entertainment sales increase from 6.6 per cent in 2017 to 8.1 per cent in the three months to July 1.
Meanwhile, HMV’s entertainment of physical entertainment sales jumped from 15.2 per cent to 17.7 per cent year-on-year, alongside a three per cent increase in its share of physical music sales.
This demonstrates an “impressive” resilience from both high street retailers in a tough market, with physical games sales diving 11 per cent in the same period, and physical music sales dropping nearly six per cent.
This was largely driven by the release of the new God of War title, which alone drove a 0.3 per cent increase in first-hand video game sales, with one in four copies being sold by Game.
Average spend per buyer also helped the retailers expand their grip on the market, growing by £4 during the period.
“Despite fewer people buying video overall, HMV managed to increase its share of physical sales by 1.1 per cent – an impressive achievement for the high street chain,” Kantar Worldpanel analyst Giulia Barresi said.
“This growth could be helped by the increasing trend for staying in rather that opting for more expensive nights out, with younger HMV customers buying films for planned occasions with family and friends.”