THE BUSINESS OF VIDEO GAMES
ARE GAME BUNDLES DEAD?
ISSUE 836 FRIDAY JUNE 5TH 2015
EXPERTS DISCUSS ISSUES FACING DIGITAL PACKAGES P04
UK PS4 vs Xbox One price war is bigger than anywhere else in the world, says GameStop International boss says industry has been too quick to abandon PlayStation 3 and Xbox 360 by Alex Calvin THE rapidly eroding price of PS4 and Xbox One in the UK has taken global games giant GameStop by surprise. GameStop has been at the forefront of this price battle, selling the Xbox One for as low as £250, while also running PS4 bundles for £290 and less. International president and EVP Mike Mauler says this activity has been driven by the platform holders, and that he’s not seen such aggression in other markets. “The UK market is incredibly competitive from a price perspective,” he told MCV. “I remember how it was during the Christmas holidays – adding games into bundles and discounting the bundles. We have not seen that type of aggressive discounting in other markets. “Most of the promotions are from the manufacturers – we
work very closely with them. Depending what their goals are, we provide them with support. It’s not as haphazard as it might appear – it’s part of a broader strategy that each platform holder has to gain market share.” Another strategy that has surprised Mauler is the industry’s rapid abandonment of PS3 and Xbox 360. And he says the market’s decision to stop making games for these platforms have buoyed its pre-owned business. “The older machines have tremendous install bases, and – except for a few major titles like Call of Duty and FIFA – everything is about the new consoles,” he said. “A lot of consumers have the old hardware. Our used business is growing as there are less new titles for that older hardware. if you have a PS3 or Xbox 360, you are prone to buying a lot of used games that you haven’t played before.”
Square Enix UK outsources retail business to Koch Media KOCH Media will handle the sales and distribution of Square Enix’s retail games in the UK, the firm has announced. The partnership follows a similar set-up between the two companies across Europe. Square Enix returns the favour for Deep Silver - Koch Media’s publishing arm - in the US. Square Enix will continue to handle PR and marketing for its products in the UK. Upcoming
Square titles include Final Fantasy XIV, Just Cause 3 and Deus Ex: Mankind Divided. “We’ve enjoyed a hugely successful relationship with Koch Media throughout the EU for some time now; expanding this mutually beneficial relationship to include UK sales is the next natural step and one that we at Square Enix are delighted to take,” said Square Enix’s
Square Enix’s Gaff ney (above left) and Koch Media’s McNicol (above) are ‘delighted’ by the new deal
PLUS SUBSCRIPTION BOXES VICE’S GAMES JOURNALISM
general manager for UK and Export Justin Gaffney. Koch Media’s Northern Europe MD Craig McNicol added: “Square Enix has some of the most recognisable game franchises in the world, and we are delighted to be representing them in the United Kingdom. The teams at Square Enix and Koch Media are already collaborating at a deep level to ensure the transition for retail is professionally managed.”
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