Sections

Blockbuster: Publishers giving “an awful lot of support” to boost rental over pre-owned

Monday, 21st November 2011 13:49 GMT By Debabrata Nath

Blockbuster’s said in an interview with MCV that publishers are offering “an awful lot of support” to dismantle the pre-owned games market.

Blockbuster said that it’s upgraded its rental side of business with publisher blessing.

“We have ramped up the rental side of our business and we have got an awful lot of support from publishers,” said Blockbuster commercial director Gerry Butler. “Publishers like renting as it takes away from trade-ins.

“The problem with trade-ins is the publisher doesn’t get any money. The advantage of renting is that they get quite a lot of money.”

Blockbuster charges customers £5 to rent a game for five nights. For anyone wanting to buy the game after renting, the rental fee is deducted.

“Take Q4, there must be at least 35 major games out,” Butler said. “You physically can’t buy them all. But you’d like to play them all. So we have put together a very cost-effective way for consumers to play games.”

Blockbuster also offers a monthly subscription service for £7.99 or £9.99. The first one allows customers to rent one game at a time, while the latter allows two.

It plans to lure more customers to rent games by doing expensive television advertising campaigns between Champions League football matches and episodes of X Factor.

Thanks, Eurogamer.

Breaking news

2 Comments

Sign in to post a comment.

  1. GrimRita

    I guess now that GAMEstation no longer own them, they can turn on the pre-owned market, despite loving it for many years. Ironic.

    #1 3 years ago
  2. AHA-Lambda

    Ok somebody needs to clear the air here now cos i am very confused.

    For ages I have been saying this and wondering why publishers never used to like rentals. They certainly always were the less of 2 ‘evils’ compared to used game sales. Used games they get nothing, with rentals they get something (i admit i’m not to sure how it works. Is it the old model of rental copies cost an arms and a leg, or is it the studios get a cut of the profits from their products?)

    Rentals were always spoken with spite in the same breath as used games so why the change of heart now?! =/

    I say this as someone who rents a good chunk of the games i play nowadays thanks to lovefilm. If pubs really want to try and support this tho, then fix the online pass shite for rentals. Couldn’t play R3 online cos i rented it, i’ll be fucking damned if i’m paying an online pass for a game i’m renting >:(

    #2 3 years ago