UK Retailer Slashes Game Prices – by two pence

by Kev Lochun on September 26, 2008 at 12:35 pm

Publishers are pleading UK retailers not to start a price war. It’s a serious request, but some retailers can’t help taking the piss. And I’m not talking about obscenely low prices.

Several UK supermarket chains have waded into the games retail business, bringing with it a string of aggressive pricing campaigns. Non-specialist entertainment and homewares retailer Woolworths recently got involved, cutting Wii hardware bundles by £20.

A Woolworths spokesman told MCV earlier today:

“We are always looking for ways to cut prices on our games.”

They weren’t joking. Woolworth’s website now boasts ‘Cheap Charts’ where you can nab a bargain all for two pence cheaper than specialist retailer GAME.

Titles include Haze, Condemned 2 and Mass Effect. It seems a flagrant attempt to hook consumers, most likely the ones buying Christmas gifts, who wouldn’t usually go to a specialist retailer. Calling it the Cheap Chart might have done it, but showcasing a two-pence saving is embarrassing. How can anyone think they are getting a sweet deal? The same section also boasts token one and two pound discounts.

This tomfoolery aside, the price wars are a serious issue for publishers, and there are larger price cuts being made. Activision’s UK MD Andy Brown told MCV:

“We recognise the short-term pressure on retail, especially if we are on the edge of a recession. But I believe retailers should drive growth by developing improved in-store solutions, rather than forcing the prices down.