Redbox, the automated DVDrental kiosk company, has announced that they have hired their first
"senior level videogames executive," and plan to expand into video game
rentals this summer.
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“Our customers and retail partners have been really clamoring for video games, and Redbox is responding,”added Mark Achler, Redbox's new VP of video games. “We
are very actively engaged in putting out a video game offering. There
are changing demographics, where we see the casual market continuing to
open as more women become involved.”
The tricky part now is pricing. Redbox currently offers $1-a-night
pricing for its video rentals, but it is almost a guarantee that the
same pricing will not be given to video games, which retail for much
more than DVDs and Blu-rays.
Achler added that Redbox will offer two types of kiosks; one with
only video games and another with both games and movies. There will be
titles for the PS3, Xbox 360 and Wii available. “We think rental really has an opportunity to grow and lift the whole video game sector,” noted Achler.
