The first thing we notice about GAME is that the windows are covered so that the inside of the store cannot be seen from the outside. In the window there are large signs showing pictures of men and boys, which look as though they may be cheering at a football match. On the signs there is text saying “PLAY MORE from £19.99” and “THE UK’S NUMBER ONE CHART!!!”
As we enter the store we notice that the top titles and new releases are on a stand visible from the entrance and that the shop is completely covered from wall to wall in games divided into sections for the different types of games i.e. Playstation 2, X-Box and PC. It is 11am on a Sunday morning and there are two young boys of around twelve, another boy of about 10, a man of about 35 and a couple with a little boy in a pushchair all looking at games. It is very noticeable that this type of gaming shop is aimed predominantly at males as the majority of games seem to be very war, racing and football orientated.
By the till area, on the floor, there are interactive toys such as Nintendogs dogs and Simpsons items which are obviously aimed at the younger children and at their eye level. We are quite surprised actually that when we scan the shop to look at the position of games for certain ages that the age 3+ games are not organised on the lowest level and that there are quite a lot of age 16+ games are on the lower shelves at eye level for children approx aged 8+ (methinks this is why 11 year old son is always keen to have the games for the older children) . On the end of each rack there are coming releases to pre-order at a low level so visible to the younger ages (again despite the age restrictions). There are a few games on lower eye level for the younger children i.e. Fimbles and educational games but this is a very small section which we notice seems to be amongst the pink, feminine type games and is probably only about 5% of the stock. There is also an X-box 360 for children to play on which is a good idea to promote this product.
In a shop of this type there is a lot of text for children to read. The advertising is minimal due to the set out of the store. The wall to wall games layout makes this shop have a 'Santa's Grotto' effect. The bright colourful cartoon covers of the games attract their attention initially and a lot of the games are spin offs from children's favourite films/TV programmes i.e. Spongebob Squarepants & Harry Potter. The children would also need to read the blurb on the back of the game to see what the game involved.
As we enter the store we notice that the top titles and new releases are on a stand visible from the entrance and that the shop is completely covered from wall to wall in games divided into sections for the different types of games i.e. Playstation 2, X-Box and PC. It is 11am on a Sunday morning and there are two young boys of around twelve, another boy of about 10, a man of about 35 and a couple with a little boy in a pushchair all looking at games. It is very noticeable that this type of gaming shop is aimed predominantly at males as the majority of games seem to be very war, racing and football orientated.
By the till area, on the floor, there are interactive toys such as Nintendogs dogs and Simpsons items which are obviously aimed at the younger children and at their eye level. We are quite surprised actually that when we scan the shop to look at the position of games for certain ages that the age 3+ games are not organised on the lowest level and that there are quite a lot of age 16+ games are on the lower shelves at eye level for children approx aged 8+ (methinks this is why 11 year old son is always keen to have the games for the older children) . On the end of each rack there are coming releases to pre-order at a low level so visible to the younger ages (again despite the age restrictions). There are a few games on lower eye level for the younger children i.e. Fimbles and educational games but this is a very small section which we notice seems to be amongst the pink, feminine type games and is probably only about 5% of the stock. There is also an X-box 360 for children to play on which is a good idea to promote this product.
In a shop of this type there is a lot of text for children to read. The advertising is minimal due to the set out of the store. The wall to wall games layout makes this shop have a 'Santa's Grotto' effect. The bright colourful cartoon covers of the games attract their attention initially and a lot of the games are spin offs from children's favourite films/TV programmes i.e. Spongebob Squarepants & Harry Potter. The children would also need to read the blurb on the back of the game to see what the game involved.
3 comments:
Debbie trust you to go to a male dominated environment...anything to pick up a date!!!!!!
Alison xxxx
PS Me I just go and choose somewhere to eat!!!
Must have been an interesting trip, those games shops scare me, definitely male orientated. They should have an accessories selection or something to make them more interesting!! Marie xx
Scary stuff, don't think i'd be brave enough to go in! Definately lots of different texts to read though. Jo xxx
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