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JOAG gets into value offerings

JOAG gets into value offerings

Jack of All Games (JOAG) has expanded its product range, introducing a value range of software packages for retailers due to hit retailing shelves this week.

Priced at $19.95, the three-game packages are the distributor's first move into the value market.

"JOAG has always been strong in the premium price point, but we needed to move forward and expand our offerings," said JOAG managing director James Ellingford.

"We have raised the standard with our value for money proposition."

The distributor is also attempting to move away from the flat, uninteresting packaging generally associated with value buys while still appealing to the budget-conscious consumer.

"It is a mistake to underestimate the maturity of the consumer market in Australia in relation to entertainment software," Ellingford warned. "Consumers are aware - they are well educated as to what the products offer - and as the market has grown it has also segmented itself, so there is a defining need to diversify products."

With more and more value offerings making up retail software sales, the time had come for JOAG to address the growing market.

"We knew where we sat in terms of market share at the budget end and we didn't fit anywhere. We weren't addressing that segment and we needed to. I think we have done that aggressively with this offering," Ellingford said.

Some of the titles offered as part of the range are only three months old. On top of this, JOAG will refresh the range quarterly.

JOAG has also included single titles in the range at $14.95. The offering is primarily aimed at larger software stores, although it is open to all retailers.

Ellingford said software dealers were facing an increasingly competitive market.

"With the falling dollar and the impact of the GST, software particularly has been affected," he said. "Prices haven't gone up, however, because the market forces are not allowing it."


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