Following the news that supermarkets will be taking aggressive pricing strategies with copies of FIFA 11, Ian Shepherd, CEO of GAME Group PLC, has played down talk of their own sales losing out as a result.  
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“FIFA’s going to be a really exciting launch – we are building up for a really big week on it,” CEO Ian Shepherd told MCV.
“For us it’s a much broader question than price competition – trade-ins, pre-order incentives, Reward Card points, exclusive content in-store all comes into play for us on big launches like this.”
Whether or not Reward Card points and trade-ins are going to be enough to prevent consumers buying cheaper elsewhere remains to be seen but, whatever the outcome, with recent news of planned store closures and falling share prices, GAME can ill-afford to continually be between by the undercutting practises of their rivals.
Shepherd continued:
“Look at Halo: Reach, Move, StarCraft II, and other big launches – we over-index on market share when new products arrive because we have a great mix of offers.”

Paul Younger
Founder and Editor of PC Invasion. Founder of the world's first gaming cafe and Veteran PC gamer of over 22 years.

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