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Retailer believes its experience within the market will help maintain the competitive edge

Dixons: ‘Peripherals driving games sales’

Games can still provide strong profit opportunities for High Street retailers – but stores may have to switch their focus to peripherals and other add-ons to make up for a drop-off in sales elsewhere.

That’s the advice of Dixons, which itself has recognised the shifting buying habits of gamers and as a result, has adapted its strategy accordingly.

The veteran electronics retailer is conscious that increasingly, games are being bought online – either via retailers or through digital distribution sources – and has tweaked its in-store offering.

It now stocks a wide variety of gaming peripherals and accessories to complement its extensive software selection.

Simon Urquhart, category manager of PC components and gaming peripherals for Dixons Retail, told PCR: “For Currys and PC World, the majority of profits made in gaming come from the hardware and peripherals, especially on the PC gaming side.”

It’s far from the end for games at retail though, as Urquhart believes, they are still a key seller for retailers. “Triple-A game launches and boxed games won’t go away any time soon and they will always drive footfall.”

He also believes they have the ability to boost other areas of retail. “Games are also a major driver for improving networking kit, televisions and sound systems, as customers want the best gaming experience possible.”

In a heavily competitive market, Urquhart believes the brand will continue to draw in customers due to its reputation in the sector.

“As games move to digitally distributed platforms, our expertise in selling the hardware and the attachments will give us a greater competitive edge.”

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