GAME to open Microsoft exclusive store
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.