UK chain GAME to close dedicated Xbox store

GAME and Microsoft deemed the UK retailer's Xbox store a success, after confirming to MCV the London outlet closes its doors later this month. As MCV notes, the store opened in June 2013 on a short-term lease and with a focus of boosting Xbox One sales at launch.

"The short-term contract location for the dedicated Xbox store has given us real insight into what consumers expect from the next generation of retail," said GAME Stores Director Dave Howard told MCV. "We have implemented Xbox sections in all of our stores - we have taken all the best of the Xbox store into over 320 GAME stores around the UK. Customers really showed an appetite for hands-on experience, interactive displays and a way to digitally access Xbox Live content. We will continue to innovate our stores with Microsoft."

Pop-up stores for launches are nothing new in London: Ubisoft trotted one out for a game a few years ago, Q Entertainment's Child of Eden. While that game was arguably good enough to warrant its own store, it really could've done with 100 more.
[Image: GAME]

This article was originally published on Joystiq.