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From today all GAME stores will sell their chart titles at the reduced price of £29.99. Online stores have been gradually eating away at high street retailers, with most online stores offering games for around the £30 price point. Supermarkets have also got in on the action, with many of them offering new releases for the same £30 price tag.
While GAME say this is a limited time promotion, it could force a permanent change in the prices high street chains charge. The same thing happened back in 1999, where Virgin started a similar promotion. That lead to most high street stores cutting their prices to a sub £30 price point, and this lasted until retailers believed consumers were once again ready to pay £40 for games; this happened to be late in 2000, when the PlayStation 2 hit Europe.
At the moment the promotion is limited to the UK only and while we can speculate about what will happen to game prices, the official word is that it is only a ten day promotion. Stores like PC World have had similar promotions, but have had no permanent effect on prices. However, GAME is a much more high profile retail chain and have more power in the industry.
We’ll keep you updated on what happens over the next few weeks.
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