UK game retailer, GAME, has launched an Xbox-only branch in London.

The store will be opened at the Boxpark Shoreditch, a pop-up mall built from old shipping containers and situated in East London. GAME has described the upcoming store as a “one-of-a-kind concept” and “a brand new gaming and retailing experience”.

gaming-game-xbox-store-boxpark-7Inside it will feature gaming stations, head-to-head gaming areas, a Microsoft Surface display and of course the latest Xbox hardware and games. This represents the first time that GAME will launch a standalone retail space with a specific console maker, capitalising on the excitement surrounding a new generation of games and hardware coming this Christmas. Inside the store you will find playable gaming pods equipped with Xbox LIVE, head-to-head challenge areas, a Microsoft Surface display feature and the latest and greatest in Xbox hardware and software.

While the experience sounds nice, the timing is intriguing as the impending launch of Xbox One is likely to stifle sales. While there is clearly a benefit in simply getting the Xbox name out there in the run up to the Xbox One launch, a nationwide in-store effort would surely have had greater impact.

Its certainly worth having a little look at the Boxpark website by clicking on MMMMEEEEEE as even though these shops are tiny, i personally think its quite interesting. Lets just hope no one has a crane near by, as you could literally rob a whole store!

The Xbox One launches in November priced at £425 / €499 / $499. It’s announcement has been marred in controversy over the new console’s restriction of used-game sales and requirement for daily Internet access to keep the device authenticated (but fear not as a 180 U TURN has happened! ). In contrast the PS4 does not have these restrictions so has thus far received a more positive reaction.