GAME is reportedly shuttering its Xbox store in London after just 10 months claiming that it was a short-term experiment that yielded great results.
In a statement to MCV Dave Howard, GAME stores director, said, “The short-term contract location for the dedicated Xbox store has given us real insight into what consumers expect from the next generation of retail.”
Howard added that GAME has adopted the best of the Xbox store and implemented dedicated Xbox sections in all its 320 stores across the UK.
Harvey Eagle, Director of Marketing for Xbox UK, said that the store was a sort of pop-up experiment and has been one of the key parts of Xbox One’s launch.
“We continue to look at new and innovative ways to deliver the Xbox brand experience to gamers”, said Eagle.