Tamim Kashgari and Ahmed Jadaa are two people who take their gaming seriously. After spending a decade outside the Kingdom, Tamim returned to an unfamiliar gaming market. He tried asking around and searching online, but says that he found the information “superficial at best”.
To rectify this situation, Tamim and Ahmed began The Mouse and Controller, a blog dedicated to their love of gaming in 2012. The duo have teamed up to write this guest post, exclusively for Jeddah Blog, to give our readers the low-down on the gaming market in Jeddah. They answer crucial questions such as, who are the best and the worst retail outlets for video games? and are there any used games stores in Jeddah?
Read on to discover their top tips on how we can get the best deals on our games, and their secret to escaping the high prices and poor customer service so rampant in the Jeddah gaming market.
So you have your eye on the latest release and you’re wondering where to buy it from. Let’s take a close look at all the video game retailers in Jeddah and give them scores based on a tier system. The grid we have formulated scores the stores on a scale of 1 to 10 and is based on the following factors:
- Convenience of store location (how many stores do they have and where are they located?)
- Size of inventory (do they have a wide variety of games?)
- Relevance of inventory (do they have the latest games?)
- Customer service (attitude and knowledge of sales staff)
- Prices (are they overly priced or reasonable?)
Let’s discuss each of these stores in detail:
S-Tier: Tokyo Games alone at the top
With a total score of 36, Tokyo Games is pretty much sitting pretty with a fairly large gap.
Mediocre customer service and high pricing, with games at around SR 250 each, is pretty normal in Saudi Arabia as a whole and Tokyo Games is no exception. The sales representatives are a tad more informed at Tokyo Games, but they are by no means helpful. The big glaring flaw at Tokyo Games is the fact that they sell no PC games at all, or any accessories that a PC game can actually use. They are entirely a console-focused business.
However, looking beyond those flaws, Tokyo Games is the most successful retail company that sells video games in Jeddah. The fact that they are the most widespread company in the city with almost a dozen outlets means that you are never that far away from a store. However, not all branches are created equal. There is a clear lack of quality maintenance across all stores with the ones in the more high profile locations having better maintained stock.
Tokyo Games focuses on the sale of video games which means that their inventory is usually fully stocked. You can be assured that when it comes to video game systems and their games, if an item isn’t at Tokyo Games it most probably won’t be found anywhere else. You can even order a specific game that may be out of stock via their website and pick it up at one of their outlets which is a unique feature among all retailers in Jeddah. They are also beginning to sell licensed collectibles and models, branching out into a more holistic geek store.
A-Tier: Jarir winning the battle for second place
Jarir is also a long-standing retailer in Saudi Arabia, much like Tokyo Games. The difference between them, however, is that Jarir is more of a general store selling all manner of school supplies, books, board games, electronics and electronic accessories in addition to video games. Due to their longevity and success in the market, Jarir has many locations within Jeddah.
Due to Jarir’s nature as a general stationery store, they aren’t always up to date when it comes to getting hold of the latest games. The games do seep in eventually as they are one of the biggest retailers in the country, and no distributor will exclude them. They are better stocked when it comes to hardware. Controller accessories, extra wires, etc are easier to find in Jarir compared to other stores.
PC gaming isn’t ignored in Jarir as it is in Tokyo games, so it’s a more holistic experience when it comes to video game shopping.
Unfortunately, and quite typical in KSA, the sales experience and pricing is mediocre. Their sales representatives are neither interested in selling games, nor as informed as a Tokyo Games representative would be.
B-Tier: An Oldie, that is still something of a Goldie, Eagle Games
Now, while nostalgia might be a reason that Eagle Games ended up placing this high. There are some pretty factual realities that ensure the place it holds is deserved. Lets start off with the bad to get it out of the way.
Eagle games is the smallest of these retailers with just a single store in Rawdah, and its not very fancy. Its stock is also quite small. But, what it has going for it is that its stock is relevant even if it does take a little longer to restock if something sells out. Also they sell games at the lowest price of any video game retailer in Jeddah, averaging a price that is at least 40 riyals less on any game.
Eagle games is the only retailer that accepts used games and buys them back from the consumer for a trade in. This alone makes the store a really attractive place to visit if you’re looking to get rid of old games.
C-Tier: Everyone Else
Extra, Computer House and Virgin Megastore occupy the third tier. Extra is primarily an electronics and appliance store with video games being a secondary priority. However, they do have dedicated sections for consoles. Virgin is more of a cultural store selling smaller electronics, novelty items, books and some clothes, along with video games. Computer House is the only store in this group which is a dedicated video game retailer. None of these stores stock new games and Virgin doesn’t stock gaming hardware.
All of them share the uniform subpar customer sales experience and pricing with games almost always being priced at SR 250 regardless of their release date. A game I recently saw at Virgin released back in 2013 was still retailing at full price.
D-Tier: Oh wait, we almost forgot one!
Bringing up the rear, we’ve got Sony World in a league of their own. While Sony World does have three stores in Jeddah, that is about all they have going for them. Their sales experience and pricing like everyone else, is aggressively mediocre at best.
Sony World’s biggest disadvantage is that they sell only Sony products and goods. The Playstation consoles and games in the shop make it the most limited inventory in the entire market. Since they have no exclusive rights to selling Playstation goods, it makes it pretty meaningless to go here when you go video game shopping.
E-Tier: The jokes, hovels and places you really shouldn’t be going
This bunch of stores is really the bottom of the pile. Outlets such as Mickey Games and X Games have not only outdated designs, but also five year old games. These places can barely be considered real stores. The only reason they do exist is because there aren’t many copyright regulations here that are enforced, so they basically sell pirated material.
Retail can’t compete with this.
Is this good news for the Consumer?
With a complete absence of marketing efforts, there are massive opportunities for video game retail stores to leverage their positions. Currently, both retailers and consumers are losing out.
For example, none of these stores make much of an effort to clear their inventory once new stock comes in. On the rare occasion when they do decide to hold a clearance sale, customers are the last to know. I once walked into Tokyo Games shop to be told that it was the final day of their summer sale with games selling at 75% discount. It’s good they are doing this, but with the lack of any kind of effective communication the consumer will only find out about the sale if they are lucky.
Sales are not only for the benefit of the consumer. It is important to move old stock as it gives a bad impression to see outdated games on the shelf at full price or even at a higher price than newly-released games.
Buyers can take advantage of these lazy marketers though. As there is no competitor monitoring between any of these companies you can see some hilarious price disparity regarding some games. When I went to buy Dead Rising 2 I found it retailing for around SR 200-250 at major stores. Walking into Sony World I found the same game being sold for SR 50!
Most games seem to be priced randomly, so for the more thrifty gamer with time on her hands this means that a substantial amount of money can be saved through scanning prices at the stores before buying.
Coming to some of the more underhand tactics of retail stores in Jeddah, price gouging is quite rampant as there is no real consumer protection in Saudi Arabia. The release of Metal Gear V: Phantom Pain is a great example with Tokyo Games selling copies for as much as SR 450 – nearly double the already high average price.
Used games are ignored by almost all retailers even though they can be a huge part of the business plan of any video game retailer as it is a revenue stream with almost no cost to them generating repeated profits as games can be bought and returned multiple times. GameStop in the US is a great example of this generating nearly 50% of its total revenue from used game sales.
Used games, trade ins and customer loyalty programs. Things that no retailer in Jeddah does.
The Best Option for Gamers
What with outdated stock, high pricing and poor customer service, is there no way out? What can enthusiastic gamers do to get their latest fix?
Gone are the days of Playstation 1 and 2 when there would be lines outside your local Tokyo Games and Computer House asking for the latest Final Fantasy or the newest Resident Evil. With increased internet speeds, acceptance of the use of credit cards and the wider availability of the cash cards that can be purchased and used in online stores, none of us are forced to have to deal with these substandard retailers.
For those who are willing to make the shift, online stores and services are the future, and they are run to a global standard by all major companies like Microsoft (Xbox Marketplace), Sony (PSN), Nintendo (eShop), Valve (Steam), EA (Origin), Ubisoft (Uplay). They offer regular and massive discounts and their customer service is significantly better and more informed than anything that is locally present in the market. It is ironic that not only are local stores being undercut by the very same people that supply their products, but they are sounding their own death knell by selling the same cash cards to be used in these online stores.
You can follow the authors on Twitter as follows:
Tamim Kashgari: @tamimlane
Ahmed Jadaa: @AhmedJadaa.
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Posted in Children
, Retail & Shopping
and tagged customer service
, Eagle Games
, game consoles
, game shops
, Jarir Bookstore
, Saudi Arabia
, Sony World
, The Mouse and Controller
, Tokyo Games
, video games
, Virgin Megastore