In the? ?UK,? ?specialist chains and independent stores are battling to defend market share as supermarkets and non-traditional outlets? (?NTOs?) ?look to games to? ?drive footfall,? ?and home entertainment retailers step up their interest to offset stagnation in other categories.
This trend was very much in evidence in the run up to Christmas.? ?Recently,? ?leading supermarket chains have offered steep discounts on games console hardware and software to take advantage of the holiday sales season:? ?Asda promoted the Xbox? ?360? ?and PS3? ?versions of Pro Evolution Soccer? ?2009? ?at? ?£27,? ?46? ?per cent below the? ?suggested retail price? (?SRP? ?£49.99?)?.?