Tesco pushes 'home of gaming' positioning after Game collapse

Tesco is running a press ad campaign positioning itself as "the home of gaming" in the same week that troubled gaming retailer Game announced it is to close almost half its stores.

Tesco: claims to have the largest number of gaming stores in the UK
Tesco: claims to have the largest number of gaming stores in the UK

The Tesco ad claims the supermarket has the largest number of gaming stores in the UK and points out it also has more than 10,000 games available online. Tesco also offers a trade-in service, which lets consumers trade old games for money off in-store.

Media planning and buying for the campaign was handled by Initiative, with the ad was created by The Red Brick Road.

A Tesco spokesperson said: "This print ad is the latest in a campaign showcasing our non-food products – in this case games. Our games offer is very popular with customers, with over 10,000 games available online and almost 400 stores open at midnight for new game releases."

The campaign comes after Game's administrators announced on Monday (26 March) that it was closing 277 stores this week, resulting in 2,104 redundancies.

Game's fall from grace comes after it failed to fend off growing competition from large supermarkets such as Tesco and internet retailers including Amazon.

The retailer's troubles were accelerated following a dispute with suppliers at the start of the year, after being unable to honour deals. This meant it was not able to stock games including 'Mass Effect 3', one of the year's most anticipated releases.

Follow Matthew Chapman at @mattchapmanUK

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
YouTube to stop 30-second unskippable ads

1 YouTube to stop 30-second unskippable ads

Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.

Just published