This-state-of-the-art centre is set to redefine the multiplayer gaming culture within the broader context of a retail environment.
Press release
The Gamerbase gaming centre will operate on a concession basis within HMV’s Trocadero store – occupying 2,300 sq.ft. of trading space at the rear of the store’s ground floor. It will allow customers to preview new PC titles ahead of launch, and will stage regular tournaments and promotional events.
It will be located next to HMV’s existing Games department, allowing customers to pre-order and purchase PC and other games titles after they play. Access will be via a membership scheme managed by Gamerbase staff, and will be in line with BBFC regulations and local trading standards.
HMV’s announcement follows its recent opening of an Xbox 360 Live gaming zone in Edinburgh, as well as the launch last month of ‘next generation’ stores in Dudley and Tunbridge Wells – both of which feature a strong games element.
Boasting 80 Quad Core PCs and Dual Core Notebooks with multiplayer LAN and online play, Gamerbase at HMV Trocadero will rank amongst the most powerful gaming centres in the world. Gamerbase Marketing Director Sujoy Roy, one of the UK’s most experienced professional gamers, said “This is the first time that a PC gaming centre has been built in conjunction with a major High Street retailer, and we look forward to providing a true consumer experience that will hopefully find the UK’s next top gamers to represent our country at Worldwide competitive events.”
Click for larger imageHMV CEO, Simon Fox, hailed the announcement of this partnership as a key milestone in HMV’s strategy to grow quickly in high-growth consumer entertainment categories, such as Games, whilst retaining leadership in existing ones - “As part of our new strategy we are looking to improve the instore customer experience. With Games becoming an increasingly significant part of our product mix, we are delighted to partner with Gamerbase to create a premium quality gaming experience for our customers.”
HMV’s Head of Games, Tim Ellis, adds“This represents a tremendous opportunity for HMV to further develop its specialist credentials as a destination store for Games and for Gaming. I’m optimistic the Gamerbase gaming centre will meet with a very positive response, which would then allow us to consider extending the concept to other stores in the chain in the not-too-distant future.”
The centre culminates many years work as the Managing Director of Gamerbase, Dominic Mulroy, explains, “We have been involved in building the grass roots of professional gaming for many years. It’s been great to see some of our first customers in centres we built years ago now actually earning a good living playing games in competitions around the world. With this partnership we are breaking the mould of gaming centres once again by putting one smack in the middle of the West End and, more importantly, within an influential high street games retailer such as HMV.”
The gaming experience will consist of a pay-to-play PC network and online solution, and will feature most of the latest multiplayer games for customers to play. Roger Bennett, one of the founders of Gamerbase, explains how this centre will be different to any other gaming centre in Europe, “This is the first centre to combine the entertainment aspect of a consumer gaming experience with a retail solution where customers can try gaming titles before they buy. Games Publishers are keen to work with us to allow HMV customers to play the newest games before anyone else, and then pre-order the titles at the HMV games retail store just a few feet away from the gaming centre. Never before have we been able to track gaming directly with purchases. Now we will be able to see what gamers play, how long for, and how this influences their purchasing habits.”
