
The first 80 PC multipla
The Gamerba se gaming centre will operate on a concession basis within HMV's Trocadero store - occupying 2,300 sq.ft. of trading space at the rear of the store's ground floor. It will allow customers to preview new PC ti tles ahead of launch, and will stage regular tournaments and promotional events.
It will be located next to HMV's existing Games department, allowing customers to pre-order and purchase PC and other games ti tles after they play. Access will be via a membership scheme managed by Gamerba se staff, and will be in line with BBFC regulations and local trading standards.
HMV's announcement follows its recent opening of an Xbox 360 Live gaming zone in Edinburgh, as well as the launch last month of 'next generation' stores in Dudley and Tunbridge Wells - both of which feature a strong games element.
Boasting 80 Quad Core PCs and Dual Core Notebooks with multipla yer LAN and online play, Gamerba se at HMV Trocadero will rank amongst the most powerful gaming centres in the world. Gamerba se Marketing Director Sujoy Roy, one of the UK's most experienced professional gamers, said "This is the first time that a PC gaming centre has been built in conjunction with a major High Street retailer, and we look forward to providing a true consumer experience that will hopefully find the UK's next top gamers to represent our country at Worldwide competitive events."
HMV CEO, Simon Fox, hailed the announcement of this partnership as a key milestone in HMV's strategy to grow quickly in high-growth consumer entertainment categories, such as Games, whilst retaining leadership in existing ones - "As part of our new strategy we are looking to improve the instore customer experience. With Games becoming an increasingly significant part of our product mix, we are delighted to partner with Gamerba se to create a premium quality gaming experience for our customers."
HMV's Head of Games, Tim Ellis, adds "This represents a tremendous opportunity for HMV to further develop its specialist credentials as a destination store for Games and for Gaming. I'm optimistic the Gamerba se gaming centre will meet with a very positive response, which would then allow us to consider extending the concept to other stores in the chain in the not-too-distant future."
The centre culminates many years work as the Managing Director of Gamerba se, Dominic Mulroy, explains, "We have been involved in building the grass roots of professional gaming for many years. It's been great to see some of our first customers in centres we built years ago now actually earning a good living playing games in competitions around the world. With this partnership we are breaking the mould of gaming centres once again by putting one smack in the middle of the West End and, more importantly, within an influential high street games retailer such as HMV."
The gaming experience will consist of a pay-to-play PC network and online solution, and will feature most of the latest multipla yer games for customers to play. Roger Bennett, one of the founders of Gamerba se, explains how this centre will be different to any other gaming centre in Europe, "This is the first centre to combine the entertainment aspect of a consumer gaming experience with a retail solution where customers can try gaming ti tles before they buy. Games Publishers are keen to work with us to allow HMV customers to play the newest games before anyone else, and then pre-order the ti tles at the HMV games retail store just a few feet away from the gaming centre. Never before have we been able to track gaming directly with purchases. Now we will be able to see what gamers play, how long for, and how this influences their purchasing habits."
It will be located next to HMV's existing Games department, allowing customers to pre-order and purchase PC and other games ti
HMV's announcement follows its recent opening of an Xbox 360 Live gaming zone in Edinburgh, as well as the launch last month of 'next generation' stores in Dudley and Tunbridge Wells - both of which feature a strong games element.
Boasting 80 Quad Core PCs and Dual Core Notebooks with multipla
HMV CEO, Simon Fox, hailed the announcement of this partnership as a key milestone in HMV's strategy to grow quickly in high-growth consumer entertainment categories, such as Games, whilst retaining leadership in existing ones - "As part of our new strategy we are looking to improve the instore customer experience. With Games becoming an increasingly significant part of our product mix, we are delighted to partner with Gamerba
HMV's Head of Games, Tim Ellis, adds "This represents a tremendous opportunity for HMV to further develop its specialist credentials as a destination store for Games and for Gaming. I'm optimistic the Gamerba
The centre culminates many years work as the Managing Director of Gamerba
The gaming experience will consist of a pay-to-play PC network and online solution, and will feature most of the latest multipla

Dominic Mulroy
Gamerba se
Managing Director
E-Mail: dominic.mulroy @ gamerba se.com
Gamerba
Managing Director
E-Mail: dominic.mulroy @ gamerba
About Gamerba se
The founders of Gamerba se are among the most influential characters in the UK's gaming community as well as within the UK's Games industry itself.
Roger Bennett, former Director General of ELSPA (Entertainment & Leisure Software Publishers Association) - who was recently awarded an MBE for his services to the Games Industry, founded Gamerba se together with Dominic Mulroy and Sujoy Roy. Mulroy founded the first ever chain of PC Gaming centres in 1999 and subsequently formed and still co-chairs the Official Trade Association of LAN Café's, IGUK - now the UK's prominent gaming centre organization with over 80 centres nationwide. Sujoy Roy, a former Professional Gamer, has represented UK gamers for many years and was recently appointed the General Manager of London's first ever established gaming team for Sky One's 'The Championship Gaming Series', to be screened this Christmas.
About HMV
HMV is the UK & Ireland's leading music, film and games specialist - offering the widest selection of new release and catalogue ti tles across all sales channels - at 250 shops nationwide and online/as downloads via hmv.com
Games are becoming increasingly significant in HMV's overall product mix - and are expected to account for around 20% of HMV's overall turnover by 2010. HMV's recently opened 'next generation' stores in Dudley and Tunbridge Wells both have a strong games element, while an Xbox 360 Live gaming zone was launched at HMV's Edinburgh store just last week.
In September 2007 HMV completed a major review of it brand identity and marketing communications - introducing 'Get Closer' as a new strapline and elevating its iconic 'Dog & Gramophone' trademark, featuring 'Nipper', to the role of a quality hallmark aimed at re-assuring customers of HMV's specialist heritage and product authority. 'Get Closer' is a distillation of HMV's mission - 'to get you closer to the music, films and games you love'.
HMV's Trocadero store opened in July 1984, and trades approximately 17,000 sq.ft. over two floors. The store's Games department occupies some 2,500 sq.ft., which is comparable to the 2,300 sq.ft. that will be taken up by the Gamerba se gaming centre.
The founders of Gamerba
Roger Bennett, former Director General of ELSPA (Entertainment & Leisure Software Publishers Association) - who was recently awarded an MBE for his services to the Games Industry, founded Gamerba
About HMV
HMV is the UK & Ireland's leading music, film and games specialist - offering the widest selection of new release and catalogue ti
Games are becoming increasingly significant in HMV's overall product mix - and are expected to account for around 20% of HMV's overall turnover by 2010. HMV's recently opened 'next generation' stores in Dudley and Tunbridge Wells both have a strong games element, while an Xbox 360 Live gaming zone was launched at HMV's Edinburgh store just last week.
In September 2007 HMV completed a major review of it brand identity and marketing communications - introducing 'Get Closer' as a new strapline and elevating its iconic 'Dog & Gramophone' trademark, featuring 'Nipper', to the role of a quality hallmark aimed at re-assuring customers of HMV's specialist heritage and product authority. 'Get Closer' is a distillation of HMV's mission - 'to get you closer to the music, films and games you love'.
HMV's Trocadero store opened in July 1984, and trades approximately 17,000 sq.ft. over two floors. The store's Games department occupies some 2,500 sq.ft., which is comparable to the 2,300 sq.ft. that will be taken up by the Gamerba

Edited by Nicky at 05:21 CDT, 23 October 2007 - 12905 Hits