"The short-term contract location for the dedicated Xbox store has given us real insight into what consumers expect from the next generation of retail," said GAME Stores Director Dave Howard told MCV. "We have implemented Xbox sections in all of our stores - we have taken all the best of the Xbox store into over 320 GAME stores around the UK. Customers really showed an appetite for hands-on experience, interactive displays and a way to digitally access Xbox Live content. We will continue to innovate our stores with Microsoft."
Pop-up stores for launches are nothing new in London: Ubisoft trotted one out for a game a few years ago, Q Entertainment's Child of Eden. While that game was arguably good enough to warrant its own store, it really could've done with 100 more.