Much has been made recently about the uncertain future of video-game retail. Whatever your personal shopping preference, it’s an irrefutable fact that the ways in which games find their way into our consoles is changing drastically, and rapidly, with the onset of digital distribution.
‘Digital distribution’ is a cipher for the wider issue. Streaming services such as OnLive; independent, online-only retailers such as the brilliant ShopTo; the considerable convenience of XBLA, PSN and Steam; all now hungrily vie for your gaming budget whereas, ten years ago, you really only had a physical till in which to deposit your cash in exchange for hours of on-screen magic.
Despite the respective merits and increasingly significant chunks of industry revenue these non-traditional means of distribution are attracting, physical retail seems to be doing very little to combat it; hell, it seems that the GAME group have only grudgingly begun to even acknowledge the problem. A problem it certainly is though. In the not too distant future it would indeed be a shame to have no option to walk into a game, or indeed GAME shop for a browse and to pick up a physical product, many are becoming more and more drawn to the independent or ‘in-house’ online retail space.
It could all change. Before I audaciously suggest how, let’s first remind ourselves of the typical sortie into the frankly nauseating purple, black and grey space most GAME stores inhabit. Upon entering, one is traditionally left to gape at the myriad shelves, capped by the logos of the various platforms, until an attendant/sales assistant asks disinterestedly, albeit politely, if you need any help. Perhaps you’ll ask if they have stock of a certain title, although most likely you’ll be self-sufficient enough to browse the used section, check out the new releases, grab what you came in for, and to get out before all the ambling teenagers and whining children, or worse; that dreaded middle-aged woman on the verge of buying their ignorant offspring something rotten like the latest movie tie-in or ‘Imagine: Ponies’ utterly does your head in.
Now, what’s wrong with that picture? GAME and such-like could get away with that kind of milieu when we were a captive audience, but it just doesn’t cut the mustard these days. Especially for media-savvy 20-somethings like myself who have grown up loving computer games and the attendant culture but hate dawdling in stores that pay apparently minimum heed to design, atmosphere or staff development; stores that essentially make you feel less an integral part of the biggest entertainment industry going right now and more an old nerd, inappropriately mingling with pre-pubescents in pursuit of a closeted past-time.
In this regard GAME/station (along with any number of high-street tech/hobby shops/brands) could learn an awful lot from Apple Retail. I understand that not everybody wants accusations of being a hipster levelled at them, or minimalist, chrome-alumninium surroundings when shopping, but look at the customer service, the interactivity, the space and the sheer professionalism of Apple stores world over and you’ll see what I’m getting at. Again, and of course, many of GAME’s customers are younger adults and children, but there is no reason to cater solely to the lowest common denominator; only by treating future owners and their own staff and stores with respect, professionalism and genuine warmth will game retailers make the experience more of a premium.
Say an inexperienced 10-yeard old, or their casual, wooed-by-Wii parent wonders in for a recommendation; would a GAME employee feel qualified, or indeed comfortable, to probe that customer to find out their needs, their likes, to present to them the complete solution whilst actually letting them do most of the talking? It’s possible I suppose, but it’s certainly not the norm. Likewise, where is the community feeling?
Of course, developers/publishers/distributors are largely to blame as well. I don’t pretend to fully understand the logistics of varying production runs, but if buying something in-store was accompanied by premium content of some kind, unique artwork or even a more promotional item, then as consumers we’d have one more reason to walk in, instead of log in. Bioware and EA have indirectly tried to address the used-sales issue by offering new-only online passes or DLC, but it’s approaching the problem in a flawed manner; it’s combative to the retailer (attempting to deny them favourable used-sales, and fair enough, developers gotta make money too…) as opposed to collaborative, and absolutely doesn’t discriminate between online and in-store, as well it wouldn’t, as it presumably makes no difference to the developer in the long run - or so they think.
Perhaps what is needed is a two-pronged attack then? Retailers, even independent ones, need to step up to the plate and offer better, more engaging service to their customers, be they hardcore hobbyist or noob, ‘safer’ and more unique shopping environments whilst the back-end of the industry needs to remember that, in many ways, physical retail is still at the heart of their sales, and to respond by making it worth our time to go to GAME (etc) instead of just absent-mindedly dropping ‘Brink’ in with the groceries at Sainsbury’s, or adding the Ultimate/Enhanced/Monolithic version of some obscure Atlus import to their shopping basket alongside invisible socks and a few albums on Amazon.
We can but hope. Otherwise a truly essential human element and potential place of connection and engagement with fellow gamers; a place where the enthusiasm of owners and staff can carry over to the first-time-buyer or young consumer; one of the key spaces where the future growth of the industry we so love will be decided, will be lost.