Dedicated Steam section coming to GAME stores

Valve has announced that areas dedicated to Steam will be present in GAME stores in the UK this Christmas.

The games firm says these will feature Steam hardware, such as the upcoming Stream Machines, Steam Link and Steam Controller, as well as digital cards.

This hardware will be exclusive to GAME in the UK, GameStop in America and EB in Canada, and is set for a November 10th launch.

GAME has been taking pre-orders for Steam’s hardware since June.

"GameStop, GAME UK, and EBGames are leading retail destinations for core gamers and early adopters," said Valve boss Gabe Newell. "Creating a ‘store within a store’ across North America and the UK is a significant win for getting the first generation of Steam hardware products into gamers’ hands."

GAME’s retail MD Charlotte Knight added: ”Steam continues to grow and has become synonymous with PC gaming, and as the UK’s No.1 gaming specialist retailer we are excited about bringing these products to GAME in UK.

With the innovation that the Steam Controller,Steam Link, and the Steam Machines give gamers in the living room, we expect to see significant demand for these new products. The first signs of this can be seen with the sold out Early Bird launch of both the Steam Link and Controller on October 16th exclusively at GAME in the UK. GAME are delighted to be partnering with Valve on the new technology and support the continuing growth of this category."

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