GAME not afraid of FIFA discounting

Supermarkets choosing to ‘go low’ on FIFA this week won’t be able to match GAME’s specialist offer, Ian Shepherd reckons.

The 2011 edition of EA’s yearly sales juggernaut arrives at midnight. Asda is offering the game for just 97p to those who trade-in certain titles, while Sainsbury’s will sell it for 24.99 to customers who spend 30 or more in-store.

But GAME isn’t concerned about the competition.

FIFA’s going to be a really exciting launch – we are building up for a really big week on it,” CEO Ian Shepherd told MCV.

For us it’s a much broader question than price competition – trade-ins, pre-order incentives, Reward Card points, exclusive content in-store all comes into play for us on big launches like this.

Look at Halo: Reach, Move, StarCraft II, and other big launches – we over-index on market share when new products arrive because we have a great mix of offers.”