Blockbuster slots DVD games for the holidays

Walgreen's to stock games in end cap program

By Susanne Ault -- Video Business, 10/17/2008

The category has long been a tough sell at retail, with mass merchants generally slotting DVD games in board game sections, although game marketers, such as Deal or No Deal’s Imagination, believe their products would attract more consumers and gain more traction if merchandised with DVDs.

Now Imagination is targeting new retailers and customizing its DVD games by price and packaging to fit individual retailers’ needs.

Blockbuster will carve out DVD game sections for the first time across 2,500 corporate outlets starting Nov. 4 as part of its 2008 push to diversify the products for sale in stores.

“The sections are part of our ‘It’s a Holiday Wrap’ gift center, and you’ll see that theme across our stores,” said Randy Hargrove, Blockbuster spokesman. “It’s part of our mission to make the stores entertainment destination centers. We see board games increasing in popularity, so this could be an opportunity for us.”

Currently, Blockbuster stores are slated to carry about 10 board game/DVD game SKUs, plus entertainment-themed desktop calendars. The sections will be situated prominently near the front of stores, added Hargrove.

Imagination’s Deal or No Deal, Press Your Luck and Who Wants to Be a Millionaire? DVD board games will be carried in the Blockbuster sections. Price points will range between $20 and $30, according to Imagination execs. At Blockbuster, Imagination will release its titles in traditional board game packaging.

Imagination games also will be part of an extensive end cap program for DVD games at Walgreen’s during the holidays. Games Deal or No Deal, Press Your Luck, Who Wants to Be a Millionaire? and Family Feud will be priced at a $14.99 but presented without game boards, similar to DVDs in traditional Amaray casing.

“The DVD buyer decided to bring them in, thinking it could be a category leader for them,” Imagination director of North American sales Don Hicks said.

“I think this is a great gift opportunity,” drug chain spokesman Robert Elfinger said.

Imagination executives explained their continuing push to get retailers to look at DVD games more broadly.

“The board game aisle consumer is females ages 35-plus buying something for the family, and the DVD aisle is younger, male 20 to 50,” said Hicks. “Guys don’t go into board game areas.”

However, “Retailers aren’t keen to list products in two different places,” said Christian Fleming, Imagination chief operating officer. “The buyer worries about cannibalization. And space in DVD aisles is at a premium.”

Walt Disney Studios Home Entertainment also is bowing DVD games High School Musical and Hannah Montana on Nov. 18, and like Imagination, is lobbying retailers to stock the titles in DVD sections.

“We have had a couple of interactive DVD titles in the past, but this is the first of its kind for us,” said Lori MacPherson, Disney’s general manager of North America. “We’re taking strong franchises like High School Musical and Hannah Montana and creating robust product that can live in the DVD section. This should broaden the franchises for families.”

MacPherson said the studio hopes ‘Disney DVD Games’ will be an ongoing product brand but declined to discuss future releases.