7-Eleven To Sell Videogames

Brandweek:

A pack of Marlboro, a grape Slurpee and Gears of War 2 may soon become a popular register ring at 7-Eleven stores. The ubiquitous convenience store chain announced today (Nov. 20) that it is entering the $12 billion videogaming industry, and will begin selling top titles at its 5,660 locations.

This holiday season, shoppers can pick up Guitar Hero: World Tour Band Kit, Call of Duty: World at War and Fallout 3 among other top titles. Prepaid gift cards for Massively Multi-Player Online Games like World of Warcraft also will be available.

7-Eleven opted to add games after conducting extensive research about its core audience, said rep Margaret Chabris. “We are focusing more on our core consumer, males 18-34. They love movies, sports and games.”

The chain brought on Michael Jester in March from CompUSA to become its first category manager for gaming and electronics. He said in a statement: “We can compete with the major players and offer consumers a more convenient place to purchase games and accessories.

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