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EA Sports Opening New Retail Chain

For the most part, the only game-dedicated store left in your area is GameStop. But things are gonna change.

After launching the EA Sports Online Pass that discourages consumers from purchasing pre-owned titles, the publisher has now announced they're opening a chain of brick-and-mortar retail stores. They'll start opening up this fall; they've already broken ground at the first location in Charlotte, North Carolina. Said EA Sports vice president of brand marketing Chris Erb:

"As pervasive as digital is, there's still an offline component to acquiring new customers that remains important. Our approach is to be creative and innovative with whatever we're doing offline and ensure that it connects with our digital strategies. For example, we just started construction on our first North American EA SPORTS retail store, which will open this fall in the Charlotte, NC, airport."

Erb adds that as the sports game audience continues to expand, it's crucial that the company "create environments for people to get their hands on our products and experience how much interactive sports experiences have evolved over the past few years." Well, there's certainly a large market for this, as sports titles continue to be big draws; the Madden franchise remains a big-time blockbuster.

But here's the question- what incentive will we have to pick up Madden NFL 12 at an EA Sports store as opposed to anywhere else...?

Tags: ea, electronic arts, ea stores, ea retail stores

6/14/2011 8:43:30 PM John Shepard

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Comments (14 posts)

BikerSaint
Tuesday, June 14, 2011 @ 9:54:18 PM
Reply

Sports only?

Well, that makes no sense at all for EA to not include all the other EA non-sports titles too.

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sticklife
Tuesday, June 14, 2011 @ 10:03:21 PM
Reply

Wait a second, april first was a long time ago.

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Highlander
Tuesday, June 14, 2011 @ 10:09:29 PM
Reply

Retail, EA Sports games only, in an airport.

Sticklife is right, isn't this a little late for April Fools?

I don't see how they can even construct a business case for this to go forwards.

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Qubex
Wednesday, June 15, 2011 @ 12:30:43 AM

Makes no real sense in my books... maybe companies like EA, Google, Apple, M$ have so much cash in hands they can try anything and see if it sticks... I mean Apple is obvious... it can use retail to great affect... but EA?

Q!

"play.experience.enjoy"

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WorldEndsWithMe
Tuesday, June 14, 2011 @ 10:13:45 PM
Reply

That whole pass thing reminds me of voter suppression methods. Oh well, I don't play sports games.

You want that store to be a success? Employ some hottie female register biscuits. I go to this place with a gay sports theme to get my hair cut but they employ hot girls to do and have a shampoo and massage included so yeah.

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mindmurderer69
Tuesday, June 14, 2011 @ 11:58:51 PM
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really like people want to go all the way to the airport for a sports game...really there going to spend there money on this instead of investing back into said games to make them better....well its not like sports games are just tweeked carbon copies every year "sigh"

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bigrailer19
Wednesday, June 15, 2011 @ 1:21:25 AM
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I dont see this as a smart business move. Obviously they have the money to try this. But as Ben asked what's keeping me from buying sports games anywhere else? Where I can also pick up something else if I need to, non sports related. I just don't see the logic in a sports games only store. Where will they benefit, if at all over another retailer?

We'll see what happens, but I'm having a hard time figuring this one out. ;)

Last edited by bigrailer19 on 6/15/2011 1:22:44 AM

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WorldEndsWithMe
Wednesday, June 15, 2011 @ 2:38:33 AM
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I think those stores will fold, maybe they plan to offer NFL gear and stuff too. Oh yeah, there's that pesky lockout.

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BikerSaint
Wednesday, June 15, 2011 @ 6:08:45 AM
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Yeah, like GameStop's not going to stop laughing at the stupidity of this, all the way to their bank.

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Excelsior1
Wednesday, June 15, 2011 @ 8:24:49 AM
Reply

wow, talk about a business model doomed to fail. a store that features just sports games, or even ea's entire line up is too limmitted to sustain itself.

i would love to go there so i could tuant its employees by asking for a used copy of a game, and asking if they take trade in's.

ea's getting some bad business advice from somebody, good luck with that store ea. ea's one of the most arrogant and price gouging companies you can find out there.

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___________
Wednesday, June 15, 2011 @ 8:27:26 AM
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dunno whats wrong with EA lately, they have been making some really ridiculously stupid decisions!
if you want to send yourself bankrupt theres much more enjoyable ways to do so!
hell give me all your money, ill make sure it goes to a good use.
;)

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slugga_status
Wednesday, June 15, 2011 @ 10:00:16 AM
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EA is trying too hard to make money if you ask me. This makes no sense what so ever. Nobody in their right mind is going to go to their store to buy their product. Why do that when I can go 10 places that are closer to me and get the same thing?

My guess is that they'll give you some type of incentive such as a redeem code to get "dlc" that should already be in the game...

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Highlander
Wednesday, June 15, 2011 @ 11:06:43 AM
Reply

Here's one thing EA could do to possibly increase the revenue from titles like Madden NFL. Make a version of Madden that is at least as deep in franchise mode as Madden 2006 on the PS2 was. While you're still catching up with that standard (and they are), people compare you unfavorably.

I feel like EA's focus on the team sports has been on the more first person experience, to the detriment of the more strategic experience of things like Franchise mode in Madden. It has to be a balance of course because a lot of people like that more involved play, but equally, a lot of people like the more strategic play of the various franchise modes and similar play styles. But EA seems to be content to go after one and not the other.

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Jed
Wednesday, June 15, 2011 @ 5:18:54 PM
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I would rather go to gamestop than the airport for a game.

This is so far fetched, I dont know where to start. A store that only sold games from one publisher is gumber, but only sports games by that publisher? And to cap it all off, it's in an airport! WTF?

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