Why GAME deserves to go into administration

Why GAME deserves to go into administration… 

… and how they might improve their position on the high street

I want to start this article by saying that I don’t actually want The GAME Group plc to go into administration. Whilst I have no love for their retail outlets, I don’t want to see another 6, 000 people losing their jobs. The employees who work in GAME stores are not responsible for the piss-poor decisions made by their head office. I’ve worked for GAME in the past, so I know a little something about how they operate.

I’ll break down this article into 3 separate headings: Retail Space, Staff and Products & Pricing.

How much longer will this familiar logo feature on the high street?

Retail Space

My insignificant little seaside town is home to more than one GAME store. Both stores are virtually identical and appear to stock exactly the same products (aside from one or two variations with pre-owned games). A town as small as mine doesn’t need two GAME stores, let alone two GAME stores that are completely fucking identical. This trend of having one too many stores is evident in virtually every town and city across the country. It makes absolutely no fucking sense; if you close one store, you will increase conversion in the other store, and save forking out on rent/rates and staff for a second property.

The actual stores tend to be pokey, drab-looking units with no sense of theatre. Instead of buying extra units, GAME should have invested in a smaller number of larger properties. This extra floor space could have been used to merchandise products properly, and increase the number of specialist games on display. There exists plenty of great gaming merchandise such as toys, models and clothing which should  be stocked. When such products are stocked, they’re usually shoved in a small basket so customers can’t actually see them. GAME used to stock computer and video game magazines. Sure, there’s not much profit in them, but it’s an extra product that will encourage people to enter these stores. GAME should stock everything game related; I don’t want to have to go to W. H. Smiths to buy Games Master magazine, Matalan to buy Sonic the Hedgehog socks and HMV to buy the Legend of Zelda soundtrack. All of these products should be stocked inside a game store.

GAME ought to be more hands-on. Instead of hiding all the consoles in the stock room, they should have all the different models out on display, demo-ready. Dummy models of every coloured console should be displayed in a glass cabinet (hopefully manufacturers would support this idea). If products are out on display, customers can determine which product they like the look of, and which they feel is most suited to their needs. GAME’s head office seems to think that a crappy laminated photograph of the console is all that’s needed to sell one. When I worked at GAME, customers often asked if we actually sold consoles, seeing as they couldn’t see them on the shop floor. If a store’s merchandised properly, customers shouldn’t be asking these types of questions.

I mentioned earlier that there’s no sense of theatre in GAME stores. GAME’s interior can be summed up as follows: grey metal shelves with purple banners. Sections aren’t distinct or interesting; why not use a giant neon Nintendo logo to highlight the Wii and DS section? Or, perhaps a giant Mario statue should be stood in the middle of it all. There are GAME stores that still have old CRT TVs hanging from the ceiling, doing absolutely nothing. Screen technology can be useful as a means of advertising and/or promoting games.  Each section ought to have its own flat panel television (which costs next to nothing nowadays) demonstrating the latest releases from each console. It’s likely that suppliers would help fund this idea if they think their games are receiving this type of exposure. I’ve certainly bought games based on the strength of a good trailer/preview.

Finally, instead of playing mindless pop music through the stores internal sound system, we ought to be hearing gaming-related audio. When I walk into the Nintendo section, I want to hear the Super Mario Bros. overworld theme. Or, when my game’s scanned into the till, instead of a generic beep, why can’t I hear the Zelda rupee collect instead? In fact, the cash desk itself should be decorated to look like power-up blocks, or er, the Normandy SR-1 from Mass Effect. There’s nothing to suggest GAME is a game shop, other than the stock and a few shitty posters. It feels as empty and soulless as a fucking supermarket gaming section.

Staff

I joined GAME for two reasons:  1) my passion for gaming and 2) the opportunity to work with like-minded individuals.  When my local GAME store was advertising for vacancies, I jumped at the opportunity to work for them. Unfortunately, not long after I signed the contract did I realise just how shit working for GAME would be. My job as sales assistant was to harass customers in an attempt to force shit products and services onto them. At the start of each shift, I was given my KPI targets which would have read something like this:

1)      Pre-order target  – 3

2)      Pre-owned target – £200

3)      Trade-in target – ask each customer

4)      Hardware target – £300

5)      Accessory target – £100

6)      GAME Care target – 2

7)      Reward Card target – ask each customer

GAME staff are supposed to ask every single customer who approaches the till the following questions (in one form or another):

1)      Do you wish to pre-order anything today? There’s a new Call of Duty being released soon, and we’re offering double reward points on it.

2)      Did you know that we offer a pre-owned version of that game for 99p less? Pre-owned games are like new games but…

3)      Have you got any games to trade in today?

4)      I see you have bought Fifa for the PS3, did you know that Fifa is also available on the PSP. We currently have an offer on the PSP at the moment if you’re interested in buying one?

5)      I see you have bought Fifa. Do you need an extra control pad so you can play the game with more than one player? The GAMEWARE pads are just as good as the Sony pads, but are a little cheaper…

6)      I see you’ve bought a PS3 with your Fifa, are you interested in GAME Care? It basically covers accidental damage… blah blah.

7)      Oh, you don’t have a Game Reward Card… can I interest you in a GAME reward card? They’re free, you know, and if you collect… etc…. etc.

Yes, the sales assistants are meant to go through all that rigmarole with EVERY FUCKING CUSTOMER. Is it any fucking wonder why GAME staff always look so fucking miserable? It’s also one of the reasons why GAME stores are always fucking empty. I never shop at GAME because I know I won’t be able to just walk in, buy a game, and walk out; I’ll be harassed at the till to buy a pile of shit I don’t actually want. It’s worth noting that GAME staff are encouraged to sound genuine and enthusiastic when offering all that shite. It’s fucking impossible to ask all of that nonsense without sounding mechanical and automated. If you don’t think your customer needs any of that crap (which you won’t), you’re not going to sound genuine and enthusiastic trying to sell it.

GAME will justify this KPI nonsense by saying that it’s the best way of making money. If this was true, GAME wouldn’t have been forced into administration. By insisting on this KPI nonsense, all they’re doing is making the lives of their staff miserable and pissing off every fucking potential customer in the process. There was once a time when you could walk into a GAME shop and just have a friendly chat with staff members about games. Their passion for particular games would be enough to convince you to make a purchase. In fact, I remember when you could spend all day browsing through the games, and not have one member of staff hound you for business. If customers don’t feel comfortable browsing for fear of staff harassment, they won’t know what’s available to buy, and therefore won’t spend money in the store.

Anyway, the point I’m trying to put across is that thanks to the silly KPI system, GAME is both a shit place to work, and a terrible environment to shop in. Surely this negative ambience must be having a profound effect on the business?

Products & Pricing

Game is well-known for its ridiculously-high ticket prices, and stupidly-low trade-in valuations. Sooner or later someone was bound to undercut them. CEX and Blockbuster both offer better trade-in prices than GAME. Strangely, GAME seems to operate under this illusion that nobody shops around. THEY DO! GAME’s argument to justify these unrealistic prices would be that they contribute to a higher profit margin. This is axiomatic – if you charge more for a product, you’ll make more on the product. However, when your rivals are charging 10% less for the product, only very stupid people will choose to pay the over-inflated price. I could have understood GAME wanting to sacrifice turnover for a higher profit margin if there wasn’t so much competition out there. Selling 10 games at a 5% margin is better than selling no games at a 10% margin. Oh, and, new Xbox 360 games are £39.99 NOT £44.99… STOP RIPPING US OFF.

I pointed out earlier that GAME stores tend to stock a very limited range of products. This annoys me. Why is it that my local Tesco Extra has a more varied selection of software than my alleged specialist game store? If it’s not in the top 20, it’s unlikely GAME will have it new. You’re only hope of finding a specialist title is to route through the tatty pre-owned shite. And the games are always tatty, as GAME employees wrap all the contents in tight elastic bands and shove them into cabinet drawers. I wouldn’t mind, but the game discs aren’t cleaned before resale, and for some reason, they insist on gluing stickers to all the manuals. If I’m going to buy something second-hand from a high street retailer, I expect it be in a sellable condition. GAME should either refuse poor-condition trade-ins, or do something to make them look  less shitty.

GAME’s insistence on pushing own brand accessories is particularly annoying. There are usually shelves stacked full of GAMEware shite; shelves that could be used to stock a better selection of games, or perhaps more official accessories. Yes, there are casual gamers who don’t give a shit if their accessory is official, or if their pre-owned game is tatty-looking. However, I say FUCK casual gamers; let them shop at ASDA for Wii Fit and Just Dance, and leave GAME stores to cater for people who actually have a genuine interest and enthusiasm for the medium.

According to a recent survey conducted by Retail Eyes/Market Force, 7 out of 10 shoppers prefer to spend money in store rather than online. This means that consumers aren’t automatically buying online out of convenience (some will be, mind); they’re buying online to save money. Nobody minds paying a LITTLE extra to shop in store providing they’re going to receive a positive retail experience. As I mentioned earlier, there’s no theatre or excitement in GAME stores; couple this with the unhappy staff, and there’s absolutely no possibility that a consumer will enjoy a satisfying retail experience at GAME. Charge a bit extra GAME, by all means, but please, give us some fucking incentive to walk into one of your stores.

Conclusion

I’d be saddened by the loss of GAME if it offered a unique retail experience; it’s no more a specialist game store than ASDA is. It’s an unpleasant place to work and shop, and it’s pricing is beyond ridiculous. I wish I could say something positive about its current operation, I really do. If anyone decides to buy The GAME Group plc, they’ll have to make some pretty profound changes to make it a lucrative business venture. To reiterate, the new GAME stores need to be fewer in number and larger in size; they need to stock more games and game-related products; they need to scrap the silly KPI system to ensure staff and customers are happy; and they need to create a unique shopping environment that reflects the products they sell.

RH

A guide to buying second-hand videogames, consoles and hardware on eBay

A guide to buying second-hand videogames, consoles and hardware on eBay

This guide is aimed at consumers who’re sick and tired of getting ripped off on eBay. My aim here is to try and illustrate how tricksy traders can sell you absolute rubbish whilst staying within the guidelines of eBay’s trading policy.

Avoid ‘Buy it Now’

Sellers opt for ‘Buy it Now’ for a number of reasons.

1)      A seller’s ‘Buy it Now’ price will no doubt be over-inflated due to eBay’s 10% final value fee. Often, sellers will try and compensate for the final value fee by adding an extra 10% onto their ‘Buy it Now’ price. Similarly, the ‘Buy it Now’ price is likely to include the seller’s extra postage and packaging charges (that eBay wouldn’t permit).

2)      Sellers who use ‘Buy it Now’ are usually aware of how much an item is worth, so you’re unlikely to be getting a bargain buying from them.

3)      ‘Buy it Now’ auctions are often used for a quick sale or to get rid of something without losing too much money on it. If the seller isn’t willing to risk an item at auction, it’s probably because the item’s not particularly valuable.

Be wary of low-resolution photographs

Using a low-resolution photo can hide a multitude of flaws in a product. Scratches, dents and blemishes can all be hidden on a low-resolution photograph.

Photos taken in low-light conditions can also help mask cosmetic wear. Sellers of white Nintendo products will often use a low light photo to hide any ‘yellowing’ the item may have. If you’re buying a NES, SNES of classic Game Boy, ask to see a photograph of the product taken in the daylight.

If you’re dubious about a photograph, contact the buyer and request additional pictures.

Be wary of single photographs

If you’re looking to buy a boxed item, and there’s only one angle of the box depicted in the photograph, chances are the seller’s picked the most attractive angle so as to hide the flawed sides. Always ask to see additional photographs of every possible angle of the product that you intend to purchase.

Be wary of ‘boxed’ items

For me, a boxed item should contain all the original packaging, including the inserts and plastic bags. If this isn’t mentioned in the description, or it’s not pictured in the photograph, there’s a good chance that the ‘boxed’ item only includes the outer-packaging.

Be wary of item condition categories

eBay has 6 separate categories of item condition in which sellers can place their product: New, New other, Manufacturer refurbished, Seller refurbished, Used, For parts or not working. See the link below for eBay’s official definitions:

http://pages.ebay.co.uk/help/sell/contextual/condition_1.html

eBay also offers five sub-categories for an item’s condition: New, Like New, Very Good, Good, Acceptable. Again, see the link below for eBay’s official definitions:

http://pages.ebay.co.uk/help/sell/contextual/condition_7.html

If an item is listed in the ‘used’ category, and the condition isn’t mentioned, make sure you’re aware of eBay’s definition of ‘used’:

An item that has been previously used.  The item may have some signs of cosmetic wear, but is fully operational and functions as intended. This item may be a floor model or an item that has been returned to the seller after a period of use.

This means that if the item looks good in the photo, but has been placed in this category, you shouldn’t be surprised if you receive it with signs of cosmetic wear.  If you complain that your product’s arrived in poor condition, the seller will tell you where to go, as the item will have been placed in the correct category.

The more honest sellers will use the condition sub-categories. For example, if the item is advertised in ‘acceptable’ condition, expect it to be as such. Similarly, if they’ve used the ‘like new’ category, the item should arrive in ‘like new’ condition; otherwise the seller will be misleading the buyer, and therefore violating eBay’s trading policy.

Be wary of unclear item descriptions and the use of stock photos

Often, what’s not said in the advert is just as important as what’s mentioned in the description. Here’s a good example of an advert to avoid:

You are bidding on Super Mario 64 game for Nintendo 64.

Good working order.

Thanks for looking.

The item description doesn’t mention whether or not the game includes a box or an instruction manual. “Good working order” does not mean ‘good condition’; it just means it works properly. It could be scratched and dented, but as long as it functions on every power-up, it’s in “good working order.” Take note of the ‘stock photo’ as provided by eBay. That’s not a photograph of the actual item; so again, don’t expect the prodcut to look like the stock photo.

Be wary of poor spelling, grammar and punctuation

Here’s an example of a poorly-written advert:

NITENDO GAMECUBE 4 SALE  – ABOSULTELY MINT MATE

READY TO PLUG AND PLAY

AVE INCLUDED A GAME 2 GET U STARTED

PROPER QUALITY MACHINE !!!!!!!!

This type of brash, in-your-face sales pitch should be avoided at all costs. There’s a good chance that this console is owned by a dishonest chav who’s not looked after it properly. It’s probably stolen, too, which means it won’t include any of the original packaging.

Instead of an accurate description we’re given an inane sales pitch: not only is it a “quality machine,” but the seller’s doing us a huge favour by including a game so we’re “ready to plug and play.” It’s all nonsense. These types of ‘descriptions’ are just a means of diverting your attention from the fact they’re selling a crap item in poor condition.

Are you buying the genuine article?

If it sounds too good to be true, it probably is. If you search eBay for Game Boy Advance or Nintendo DS games, you’ll have no doubt come across a number of ‘factory sealed’ copies being sold by Chinese sellers. If a factory sealed DS game is only £1.99, and your seller’s location is China, the item is likely to be counterfeit and the seller should be reported to eBay. Genuine EU Nintendo factory sealed items will use official Nintendo print on the outer cellophane:

If this print is absent from a ‘sealed game’, it is 100% fake. Again, be wary of ‘stock’ photos which don’t show the actual product you’re buying. Make sure you’re aware of what the EU or North American packaging looks like before purchasing any DS or GBA game. This can be done by cross-referencing the advert with videogame retailer’s websites or another (trusted) seller’s advert.

Interestingly, I’ve bought fakes from both Amazon and Play.com’s merchant sellers. Both DS and GBA games are region free, which means you shouldn’t be afraid of buying them outside of the EU. I’d recommend purchasing DS and GBA games from North American sellers, as you’re likely to get the same EU games for a much better price.

Be wary of feedback ratings

I’ve bought a number of items from alleged top-rated sellers on eBay which have arrived in poor condition. The problem with the feedback system is that most people are too frightened to leave negative feedback in case they receive the same in retaliation. There are plenty of sellers who’ve mislead potential customers, but have gotten away with it because their buyer was too frightened to leave the villain negative feedback.

To avoid buying an unsatisfactory product from a ‘power seller’, my advice is to view the other items they have for sale. If all their goods appear to be in mint condition and include accurate descriptions, you can assume the item you’re buying will be in a similar state. It’s not an exact science I know, but no matter what you buy on eBay, you’re always running the risk of being conned by someone.

Don’t necessarily avoid sellers with a small number of feedback ratings. If these sellers are new to the online marketplace, they might be naïve enough to sell an amazing item at a rock bottom price. It’s highly unlikely, but it’s worth considering!

Conclusion

Whilst eBay is home to countless crooks looking to profiteer from naïve bidders, there are also plenty of honest traders who use it to sell genuinely decent items. If enough consumers are equipped with the necessary knowledge to shop safely on eBay, the dishonest merchants will soon be put of business. Here’s to hoping for a better future (shopping on eBay).

 

RH