HMV launches new-for-old Re/Play games initiative

re/playHMV is launching into the second-hand games market by allowing consumers to trade in old games against other purchases. It is part of an aggressive expansion into the games market by the retailer.

The new service called Re/Play will launch on Friday (October 24), supported by a heavyweight press campaign.

A spokesman says that it will make HMV the only retailer to redeem credits earned by trading in an old game against all categories available in-store, rather than just other games.

The move will mean customers can exchange previously-bought console games for credit against the purchase of CDs, DVDs, books, T-shirts and also iPods and games consoles.

The strategy was initially trialled in its Liverpool store and Re/Play will now be rolled out across 160 stores, including London’s flagship store in Oxford Street.

HMV head of games Tim Ellis says: “HMV Re/Play further underlines HMV’s growing credentials as a games specialist, and enhances the credibility of our games offer through an extended range and by providing a strong value proposition to our customers.

“This represents a great deal for our customers, as well as for our industry, as we believe it will help to drive footfall and stimulate increased sales of new games releases and hardware, as well as other entertainment products available from HMV.”

A press campaign, which launches on October 23, will coincide with the launch of new games that usually come out on a Friday.

HMV plans to launch a press campaign promotion to coincide with new games releases every Thursday in the run-up to Christmas.

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