Independent game retailers are turning to supermarkets to purchase stock rather than the normal distribution channels because it works out cheaper in the long run.

Indies often get limited stock allocations of consoles and videogames, whereas distributors look on supermarkets more favourably, so it's much easier for the independent stores to purchase extra stock locally rather than wait for new supplies from the official distributors.

In a report by MCV, Martin Sharpe from Ninja Games said, “We tend to use supermarkets. They sell stock cheaper than the distributors and, more to the point, they actually have stock available. Recently we haven’t been able to get any Xbox 360 Arcades, so we had to go to the supermarkets."

“Going for a deal such as the recent Argos deal on Xbox 360 Pro, which included five games for £179.99, can make us up to £60 more than going through traditional distribution,” he concluded.

CHIPS managing director, Don McCabe would rather go through the official distribution channels, but believes that Indies are forced to do it because they can get great deals.

“I don’t like doing it, but I’m often forced to buy elsewhere. The new LEGO Indiana Jones is a case in point as it’s cheaper to buy it for £29.99 from GAME than it is to get it from Centresoft, and indies can trade in unwanted stock against it too.”

“I know several indies who get all their new stock from supermarkets. It’s a shame because it skewers sales figures, as games are sold once through supermarkets and again through indies.”

Exactly how many Indie stores are taking advantage of supermarket deals remains unknown, but the he knock-on effect of is that sales figures are artificially bumped up with the sale of the game from two different retailers.