Retailer GAME considers own-brand titles

Leading high-street retailer GAME is considering launching a range of self-branded video games.

GAME, whose idea could see the chain sell its own video games at lower prices, has caused concern among many leading publishers, with one firm remarking: "If any retailer were really to go for it with own-brand games, it would be an act of war."

Tricia Brennan, MD of GAME, told MCV: "This isn’t about us doing something that threatens publishers. It is about listening to developers who may come to us with titles that may not otherwise be able to get to market.

“If it works commercially for GAME and helps a smaller publisher get off the ground by GAME sharing some of the risk, then we would look at it. We have a distribution channel and we can offer a service.

“As a specialist, we need differentiation on the high street. Exclusives are a real positive for us. We have already published driving test and anti-virus titles as own-brand, plus Vegas Casino on DS.”