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HMV To Sell Used Games With Re/Play Brand
by Eric Caoili
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October 20, 2008
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HMV is entering the used games biz. The UK music retailer will offer pre-owned titles under a new Re/Play brand starting October 24th, and will accompany the new initiative with a national marketing campaign.
With the program, HMV customers will be able to exchange their used games for store credit, which can go towards the purchase of other games or products, such as CDs, DVDs, iPods, books, etc.
The chain plans to roll out Re/Play at 160 store locations in the UK and Ireland at first, hoping to expand the program to more of its shops in 2009.
GAME and Gamestation, both also UK retailers, already sell pre-owned titles, offering cash in addition to store cedit for customer trade-ins.
HMV has taken a number of actions to bring increase its video game sales -- which now account for a fifth of its revenues -- such as dedicating more space to games, offering download terminals, and installing multiplayer gaming centers at its locations.
"HMV Re/Play further underlines HMV’s growing credentials as a games specialist, and enhances the credibility of our games offer through extended range and by providing a strong value proposition to our customers," said HMV's games head Tim Ellis, according to a report from UK trade publication MCV.
He continues, "This represents a great deal for our customers, as well as for our industry, as we believe it will help to drive footfall and stimulate increased sales of new games releases and hardware, as well as other entertainment products available from HMV."
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