MARCH 28, 2011 • Novel for non-traditional game retailer at the launch of a new console, British Petroleum is stocking the £229.99 Nintendo 3DS, and a selection of games for the system, at more than 100 of its service stations in the United Kingdom.
Impact: Retail expansion of video games has been slowly occurring on a global basis. Games bring consumers in the door and they can be used as loss leaders. We can envision BP eventually luring customers to their stations with discounts on game systems and other creative marketing efforts. Of course, they are facing a great deal of competition. The 3DS has been hot in the U.K., but retailers are cutting prices to the under £200 range. We suspect BP may not have anticipated this type of early price competition.
