HMV: Videogames "are the new rock 'n' roll"

HMV's head of games, Tim Ellis, has told GamesIndustry.bizthat videogames have entered a "golden period" for the retailer, and"are the new rock 'n' roll" when it comes to popularity for consumers.
"Anyone who has been following the development of our gamesoffer really shouldn't be that surprised by this level of growth," hesaid, after the company revealed that the technology and games divisionnow makes up 21 per cent of the overall revenues, up from 14 per cent ayear ago.
"We'll always love music - it's in our DNA after all, but, ifit's not too much of a clich� to say it, the truth is that games reallyare the new rock 'n' roll."

And he went on to underline the company's ambition to become the leading player in the specialist videogames market.
"We've been telling the world for some time that we are veryserious about our commitment to the games market. We've been investingsubstantial resources into the format so that we can become a seriousand credible force as a leading games specialist.
"There is significantly more trading space in-store andincreased numbers of staff dedicated to it. Our level of marketing andpromotion has also gone up considerably - much of it in our 'getcloser' brand style, which aims to get players closer to the games theylove; while we've also consistently offered some great deals onbundles, pricing and points rewards - both in-store and online athmv.com.
"Obviously it also helps that the last twelve to eighteenmonths have represented a bit of a golden period for games in terms ofnext-generation console launches and fantastic software releases, butwe had to put ourselves in a position to make the most of thisopportunity, and I think we're doing that."
He also shed some light on the company's plans to launch apre-owned videogame sale service, a practice which has proven popularfor customers in other specialist outlets, but which is disliked bypublishers.
"We've regularly monitored pre-owned activity in the gamesmarket, and have periodically reviewed our own stance in this area, asany business would," he said.
"We recognise that pre-owned is important for some consumers,though not necessarily the most dominant factor for them, while it'sclearly also a key element to the business model of some gamesspecialists.
"With this in mind we think it's worth trialling pre-owned togauge what our customers expect from us and also to assess the impactnot just on HMV's own games offer, but on our wider trading operation.
"Any decisions we make will have the best interests of ourcustomers in mind, and if we can, we will look to achieve this throughpositive dialogue with our suppliers."