 Retailer in tie-up with former 20:20 finance chief
Phones 4u launched a website dedicated to games last week, in a bid to capitalise on the resilience of the gaming sector in the run-up to Christmas.
The website is effectively a white label site, launched in partnership with gaming distributor The Hut, which was founded by former 20:20 finance chief Matthew Moulding.
The new site (www.games4u.co.uk) offers a discount of 50% on around 5,000 games, consoles and accessories.
One senior source within Phones 4u said there are no immediate plans to move the venture into its high street shops.
The website launch was accompanied by viral marketing, including a text advert sent last week to customers that had signed up on mobile contracts through the retailer’s stores.
As well as a broad selection of games, the site sells all the major games consoles, including the Nintendo Wii, Nintendo DS Lite, PlayStation3, PSP, and Xbox 360.
A spokesman for Phones 4u said: ‘Games 4u is solely an online offering at this initial stage, although Phones 4u will continue to review its performance and potential.
‘We believe that the strength and relevance of the Phones 4u brand (next day delivery, massive choice and huge discounts) is sure to make this a success with the gaming consumer.’
The gaming market has been identified as a major growth opportunity for mobile retailers given the impact of the Nintendo Wii to broaden the appeal of games consoles, as well as games on phones from Apple and Nokia.
The collapse of Woolworths, a once credible games retailer, has piqued the interest of rivals looking to fill the hole it has left behind.
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