Released in September, Grand Theft Auto V has reportedly pushed the games market into growth for the first time in five years, and according to research and data consultancy Kantar, it’s surprisingly the supermarkets that are taking a large chunk of the profits
Like it, lump it, or take to Twitter to condemn every epithet-filled second of its grizzly gameplay, there’s no denying that the Grand Theft Auto franchise smashes the money-making machine and replaces it altogether with a currency-guzzling behemoth. The amount of cash that exuberant gamers have injected into retail outlets has been an insurmountable blessing for the industry during the pre-Christmas period, especially in light of the pending release of next-generation consoles.
“The games market has grown by an impressive 29 per cent compared with the same period last year,” said Kantar strategic insight director Fiona Keenan in a report by The Grocer. “Tesco has been the big winner of the release of Grant Theft Auto V, collecting over a third of all money spent on the title during the two weeks after its release. Asda and Game also benefitted, both growing their shares compared with last year.”
And when you consider that within the first three days of sales Grand Theft Auto V racked up $800 million (£495.5 million) worth of revenue, Tesco’s third of the GTA profit pie would be a very tasty slice indeed.
It means that Tesco’s share of the entertainment market (which includes music video and games) has skyrocketed from last year’s 11.9 per cent to 17.1 per cent this year. In comparison, supermarket rivals Sainsbury’s and Morrisons are clinging on to six per cent and 2.9 per cent market shares respectively.
Across the board, supermarkets seem to be gaining from the 7.4 per cent drop in HMV’s market share, as people increasingly turn to the affordable and easy options.
It seems that more and more people are inclined to pick up a PlayStation game during their weekly shop, establishing entertainment as a modern-day necessity that sits – quite literally – in between milk and eggs in the shopping basket.