Tech Pacific signs Electronic Arts

Tech Pacific signs Electronic Arts

Tech Pacific has boosted its digital home portfolio by signing up leading games publisher Electronic Arts (EA). Having signed a similar agreement with Take 2 in March, the broad-based outfit is now distributing titles for the world’s two largest games publishers.

The latest announcement will see EA — which produces a host of leading sport titles as well as family favourites like The Sims and Harry Potter — significantly boost its reseller community by tackling the IT market. The company publishes console games for PS2 and Xbox as well as PC titles. EA sales director, Shaun Campbell, said the company had traditionally sent the bulk of its stock to major chains like Harvey Norman, Coles Myer and Big-W. A small amount went to specialist gaming distributors such as AFA and CDFA.

“Using Tech Pacific is very much a new market for us,” he said. “There are parts of the computing retail business that we don’t deal with and we see this as a growth opportunity for our business.”

“We are not shifting from direct to channel but realised there were bundling opportunities with hardware, which we currently do very little of.”

Tech Pacific category manager, Josh Velling, said distributing Electronics Arts was part of a growing digital home strategy, which had so far seen Tech Pacific push PS2 and Take2 products into the marketplace.

“We are adding to our existing range of software publishers,” he said.

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