ASDA ‘s New Gaming Mag Secures Market Position
Asda is set to challenge Sainsbury’s position as the number one games retailer in the UK. Published as a quarterly magazine, Asda expects to hit a circulation of over 2 million. The free gaming magazine will begin life as a supplement in the August edition of Asda Magazine. It will be named the Asda Games Magazine, and the launch will target Asda’s core market – mums. It is aimed at the family market, offering advice, information, and games reviews.
The magazine is a major component of Asda’s three year sales-growth plan. And because of the broader target market, Asda Games Magazine is expected to become the largest games magazine in circulation in the UK.
The inception of the magazine follows the continuing success of Nintendo Wii and Sony PS3 consoles. In addition, the launch of Grand Theft Auto IV and the WiiFit has enhanced gaming popularity, extending it’s influence across original niche gamers.
This market trend has been grabbed by Asda in recognition of the revenue to be made. The magazine is just one part of Asda’s Games First Initiative, which will also see stores increasing space allocated to games.
Asda are currently talking with Nintendo to dedicate a gaming aisle in selected stores. Sainsbury’s has re-branding plans to strengthen their in-store gaming area.
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