"Most of our game titles will be best-sellers that were released in the previous six months to a year," said Michael Jester, 7-Eleven category manager for home entertainment. "The concept was tested in 600 stores [image-nocss] last November, and the universally enthusiastic response was a strong indicator that value-priced video games would be a hit with our customers nationwide."
While currently available in half of the 7-Eleven stores franchised or operated in the U.S., Jester said the company is adding the new value video game section to approximately 100 stores each week and hopes to have it in most stores before the end of the year.
Stores will carry up to 96 games for Sony PlayStation 2 and 3, Xbox 360 and Nintendo Wii, as well as Nintendo DS and Sony PSP handheld devices. Pricing will be competitive and determined by the game's original cost, how long the game has been available and its popularity.
7-Eleven has partnered with Game Trading Technologies Inc., a game-trading service provider that acquires the games from other retailers and manufacturers and then tests them before repackaging and distributing to 7-Eleven stores. All games are guaranteed to run on their respective gaming systems.
According to Jester, 60% of U.S. households have some type of videogame system. "When you talk about Slurpee customers, that number skyrockets," he said. "We're not a gaming destinationyet. Most of our sales will be impulse buysteens grabbing a Big Gulp or a Slurpee drink after class might be inclined to buy one to play that afternoon, younger kids who talk their parents into purchasing, and even some of those parents for themselves."
The video game section ramps up 7-Eleven stores' home entertainment offerings that include new and previously viewed DVD movies as well as new CD compilations.
"7-Eleven's franchisees have been very receptive to our program---they understand the unique opportunity that value-priced video games offer their customers" said Todd Hays, president and CEO of Game Trading Technologies. "We have seen demand for these games increase from both the consumer and the retailer, creating a new marketplace that allows us to offer excellent value."
Game Trading Technologies, a company focused on technology, supply and services in the fast-growing, pre-owned video game market, also provides regular replenishment of 7-Eleven stores to ensure that they remain well stocked with a broad selection of games at value prices.
"We partnered with GTT because of their expertise as a third-party provider of video games and the terrific selection they offer to our customers," Jester said. "More consumers are searching for convenient ways to stretch their entertainment dollar in this challenging economy. The selection of 7-Eleven home entertainment products does just that, with the added convenience of snacks and beverages for a fun-for-the-whole-family evening in."
Hunt Valley, Md.-based Game Trading Technologies is a leading video game trading services provider focused on valuation, procurement, refurbishment and redistribution of pre-owned video games.
Dallas-based 7 Eleven operates, franchises or licenses more than 8,100 7-Eleven stores in North America. Globally, 7-Eleven operates, franchises or licenses approximately 37,900 stores in 16 countries. During 2008, 7-Eleven stores worldwide generated total sales of more than $53.7 billion.
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