ASDA targets gaming market with customer mag

by Alison Donnelly, Marketing 28-Jul-08, 18:00

LONDON - Asda will target gamers with the launch of a new dedicated magazine boasting a circulation of over 2m.

The quarterly magazine will be called the Asda Games Magazine and will be a free reviews-based publication aimed at building on Asda's position as the second largest games retailer in the UK behind Sainsbury's.

The magazine, which is aimed at the family market rather than experienced gamers, will have the largest circulation of any games magazine publication in the UK, and its launch is part of a sales growth plan over the next three years with family gaming a key area.

The retailer said that the magazine is a key innovation in supporting this growth by offering uniquely targeted information and advice to the core Asda mums market.

The first issue is available in the August Asda Magazine as an insert and the magazine is also part of a wider Asda Games First initiative, which includes new ranges in-store, new fixtures and more space dedicated to games.

Asda is working with Nintendo to launch branded gaming aisles in selected stores this summer while Sainsbury's is also ramping up its in-store gaming areas with new branding.

The increased spend on gaming areas follows strong sales growth in the gaming industry with the launch of Nintendo Wii and Sony PS3 consoles driving revenye while the popularity of the recently launched Grand Theft Auto IV and the WiiFit exercise board is also thought to have increased the lure of gaming.