Blue and gold rental leviathan Blockbuster have revealed that they've been receiving an 'awful lot of support' from publishers, because apparently rentals are the new weapon in the war against pre-owned games. Online passes be damned!
Talking to MCV, the entertainment chain said that renting a game for £5 for five nights was far better for publishers than a consumer buying a game and then trading it in for someone else to play.
'Take Q4, there must be at least 35 major games out,' said Gerry Butler,
famous Hollywood actor Blockbuster’s commercial director. 'You physically can’t buy them all. But you’d like to play them all. So we have put together a very cost-effective way for consumers to play games.
'We have ramped up the rental side of our business and we have got an awful lot of support from publishers. Publishers like renting as it takes away from trade-ins. The problem with trade-ins is the publisher doesn’t get any money. The advantage of renting is that they get quite a lot of money.'
Fighting talk, and they're deadly serious. The franchise has been pushing television marketing for the first time in two years, extolling the virtues of video game rentals during gaps in ITV's awful coverage of the Champions League. There are no late fees any more, with the option to extend rentals by £1 per night, not to mention subscription based services too.
'Gaming is very important to Blockbuster,' said
300 legend Butler. 'We have a large percentage of the heavy core gamers in our stores. And we think rental is a great way to play games in austere times.'