Gaming heads to garden centres with Bright Red

Consumers can now buy their games while topping up for fuel, picking up the morning paper and even buying a shrubbery, under a new initiative by Bright Red Entertainment.

The distributor has launched its new pallet concept Game Depot into non-traditional retail, such as petrol stations, garden centres and newsagents.

The first of these depots launched in garden centre chain Nottcutts last month, and Bright Red says it is about to sign a deal to supply a chain of 100 newsagents nationwide.

The target is to have 300 Game Depot branded FSDUs in circulation by March 2011,” said commercial director Mark Williams.

We have support from most of the UK-based publishers. We present a replenishable range that is tailored to the individual retailer’s demographic.”

Products on offer are budget-priced licensed titles, with price points of 14.99 on Wii and DS and 19.99 for PS3 and Xbox 360.

Williams continued: Placing a 50 new release in a petrol station and expecting high sell-through numbers is, in my opinion, highly mis-placed.”