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GAME: "We Can't Stock Absolutely Everything"

Matt Gardner
GAME, Gamestation, Pre-order, Retail, Sales

GAME: "We Can't Stock Absolutely Everything"

GAME's marketing director Anna-Marie Mason has spoken out about the big purple retailer's recent troubles, playing down some of the recent stock issues, and suggesting that "there's no one specific reason" regarding the lack of stock for certain niche titles. "

There isn't one specific catch-all reason," she continued. "We do endeavour to give our customers the widest possible range, whether it's GAME, Gamestation, online or in-store."

This all comes after GAME announced yesterday that it wouldn't be stocking Ubisoft's launch line-up for the Playstation Vita, having also cancelled pre-orders for the Special Edition of The Last Story just days before release.

"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," said Mason. "It doesn't mean to say we won't have that title or that part of our proposition on an on-going basis.

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

Gamers might well ask the question why, after all if one of the most prominent specialist retailers in the country can't offer stock of mid-range and niche titles, who will?

"You can see, there's a finite amount of space in a store," Mason explained. "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."

She was adamant that this was simply a blip, though, and stated unequivocally that "the instances we've had in the last couple of weeks are absolutely the exception, not the rule", going on to ask gamers not to lose faith in the company and pledging that pre-order fulfilment would "absolutely" be guaranteed for the games they are currently selling.

When asked by Eurogamer if GAME felt under threat from online retailers able to lower their prices without fear of huge physical overheads, Mason suggested that GAME offered something those retailers couldn't.

"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."

Our thoughts on the matter have been rather clear, and we rather think that GAME could be doing more to provide value to physical customers. You can listen in to our thoughts on how to solve GAME's problems on episode one of the PWNCAST.

Add a comment6 comments
DivideByZero  Feb. 22, 2012 at 17:11

That's without talking about their shockingly poor support for PC gamers.

Streather  Feb. 22, 2012 at 17:53

two and a half million people coming into their stores each week and they STILL manage to go bankrupt? it's clear very few of these 2.5 million people don't actually buy anything.

Could it be their poor selection of games for pc, having half their stores dedicated to selling crap that's sort of kinda related to gaming, or the fact the games cost far more in game than they do on say, amazon, or play, or pretty much every other retailer.

mightybobbin  Feb. 22, 2012 at 18:44

Resident Evil Revelations was out of stock in every GAME I tried. One shop told me I should have preordered it, but couldn't give me an answer as to why I shouldn't have just preordered it off Amazon for £5 less. A friend of mine found the same problem with Mario Kart 7, and yet there were a half-dozen shelves full of used Xbox 360 games.

GAME are no longer a proper retailer, they're basically a videogame flea market.

FatHippo  Feb. 22, 2012 at 18:56

"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.

LOL after reading that. The only two things that matters to most people buying videogames is 1. getting as cheap as possible and 2.getting as fast as possible. I really don't want to transact with them and get their 'added value'. Unless you don't know anything about games, but then those people are hardly Game's target market. In other words, most brick and mortar videogames shops are history.

dentalplan  Feb. 22, 2012 at 23:16

Anna-Marie Mason needs to realise that Denial isn't just a river in Egypt

englishpunk  Feb. 23, 2012 at 12:09

I think it's obvious why GAME are having difficulties, if their senior management believe that they give any value other than being able to pick up a physical copy of a game, then they obviously have lost touch with reality !

Those employed by most high street retailers are not employed for their specialist knowledge and dedication to an industry, but whether they can operate a till, stack shelves, interact with customers, and generally not be offensive in any way.

I might pay more if a retailer knew what they were talking about and up to date with the latest information, if they had the time to discuss these things and i could try out games in store, however i think those days are well and truly past, at least as a general rule, so i'll keep avoiding generic and expensive retailers for the time being.

Also, while i'm apparently ranting, since when have GAME not stocked everything ?! Ok, a few really obscure things in might give them, though honestly, i couldn't name anything, even Steel Battalion and it's specialist controllers were in store at the time ! This idea of not stocking Ubisoft titles for the Vita launch is just bizarre, but i am pretty sure i know what is actually going on, i'm betting some suppliers/publishers are not giving them products on sale or return anymore, and as they're not exactly flush at the moment, something had to give.

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