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GAME to open Microsoft exclusive store

Microsoft

GAME has announced that it will open a dedicated Xbox store tomorrow, in the UK.

“GAME has announced plans to open a dedicated Xbox Store. The GAME Xbox Store opens this Thursday, June 20, at Shoreditch’s Boxpark shopping centre, a “one-of-a-kind concept store” that features “playable gaming pods, head-to-head challenge areas, a Microsoft Surface display and the latest and greatest in Xbox hardware and software”.”

It felt inevitable that Microsoft would look for a physical presence in the UK high street, especially following its success with the 360 on these shores. This is a carefully planned move by MS to test the waters via a provider (GAME) that’ll take the weight.

If this is successful, there’s nothing to stop more GAME stores becoming MS exclusive. A “one-of-a-kind concept store” can easily be spun into “branching out following overwhelming success”. Roll in some Windows 8 PCs and you have the Microsoft version of the Apple store, only with GAME taking the responsibility.

Whether this is a non-event or an important milestone in Microsoft’s larger plans is yet to be understood. I’d wager that it’s the latter.

The author of this fine article

is the Deputy Editor at Thunderbolt, having joined in December 2010. Get in touch on Twitter @shaneryantb.

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