Uncovering the Dixons Gaming Bunker

May 7th, 2013, 23:20 Posted By: wraggster

Dixons Retail is looking to strengthen its games offering with the addition of the Gaming Bunker. PCR checks out London’s newest destination for PC gamers.
Retailers don't need to sell games in order to be a part of the gaming scene. That’s the belief of Dixons’ Simon Urquhart, category manger of PC gaming peripherals and components, and one deeply rooted behind the firm’s latest initiative: the Gaming Bunker.
Games retailers have long struggled in a market that has witnessed consumers increasingly move online in order to get their hands on the latest game releases. Digital alternatives such as Steam and Green Man Gaming offer both convenience and highly competitive pricing at a level the traditional High Street retailer simply can’t match. Meanwhile, the growing popularity of indie and free-to-play titles has further fragmented the games market to an inaccessible level for many.
Over the last twelve months alone we’ve seen the likes of GAME, Blockbuster and HMV all slip into administration, and whilst all three brands have survived to live another day, it has come at a price. Store closures, job losses and even the latter stripping out its games offering have been the result of an increasingly difficult market.
But whilst retailers are reluctant to give up on boxed games, Urquhart believes the High Street should be widening its scope and focusing its collective efforts on additional areas of gaming. That’s where the Gaming Bunker comes in.

“The Gaming Bunker is a driving range and pro-shop for mice, keyboards and headsets.”

Simon Urquhart, Dixons Retail

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