I'm not talking about the usual complaints. This is not a rant about hard selling strategy guides, or trying to fleece the ignorant into spending twenty pounds on an HDMI cable. What has me worked up right now is the incredibly poor service these places offer, and the abysmal standard of their staff.
I was in Game in Leicester yesterday. They have a huge poster up plugging the collectors edition of Mass Effect 2, a game I will be buying at some point, and I was curious about the price difference between it and the standard edition. So I asked the girl working the checkout how much the collectors edition was going to cost.
She turned round and scanned the games in the glass cabinet behind her, obviously looking for Mass Effect 2. Then she turned back to me and asked "is it out yet?". After a moments stunned silence, I explained it was due out at the end of month. The rest of the exchange is too tedious and painful to go over again. Suffice to say that she had clearly never heard of Mass Effect.
OK, so what? Surely one ignorant till monkey is no big deal. Well actually, it is, because it reveals an awful lot about their hiring practices. It is impossible for anyone who reads a single video game blog, news site or magazine, to have not heard of Mass Effect, so clearly this girl has little to no real interest in video games. Actually, given that the place she works in has a poster up advertising Mass Effect 2, maybe she can't read.
Obviously, Game do not consider knowledge about video games a prerequisite for those working in their video game stores. And hell, it seems to be working. Profits have been going up for the last few years, largely, it seems, due to used game sales. But with publishers increasingly looking for ways to restrict used game sales, from one use only download codes, to full on digital distribution, the second hand market might well have peaked. The pawn shop business model of Game and Gamestation might be a shrinking market.
If so, you will need to find a new way to entice customers into your stores. Friendly, knowledgeable staff might be a good start.
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