Tesco bids to become the home of gaming

Tesco has launched a print campaign to highlight its video game offering, a move that comes in the week the company behind retailer Game fell into administration.

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Ads claim the retailer is the ‘Home of Gaming’ and that it has the largest number of gaming stores in the UK. It also highlights that the retailer has 395 stores open at midnight for new game releases.

The administrators of rival Game Group announced earlier this week that almost half, 277, of its 600+ stores are to close with the loss of more than 2,000 jobs. Game is struggling to pay a £21m overdue rent bill, which has prompted suppliers including Electronic Arts and Nintendo to stop providing new games.

Tesco appointed Nick Cooke as its head of games earlier this month, while former Tesco executive Mike Fethers has joined HMV as head of games accessories and digital buying.

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