UK Retailer GAME Increases Amiibo Prices

UK Retailer GAME Increases Amiibo Prices

Nintendo’s Amiibo line has hit the ground running. The figures are flying out of shops, with some of the ‘rarer’ ones entering ending up on e-bay and Amazon at a inflated price. The rumors and murmurs around some of the less popular characters being discontinued has spiked the market. The likes of The Villager and The Wii Fit Trainer have increased in value by a few pounds, while Marth has nearly doubled in value.

With the collectors community going a bit mad over the Amiibos, UK retailer GAME have decided to spike the market themselves, by increasing their original £11.99 asking price to £14.99. This price increase only affects in-store prices, with the online asking price staying at £10.99. The question is, beyond trying to make easy extra money, why have GAME done this?


The question is easily answered from a business perspective, it’s a easy way to increase a stores profit with no effort required. It’s a solid reason, but when you take into account the time of year and the customers entering the store, things get a little off ethically. Stores everywhere will be visited by people who don’t spend much time looking into the video game industry. Be it parents, family or loved ones, a large portion of them will enter a store with little to no knowledge of what the going rate is. The desire to make sure Christmas shopping is done as quickly, and effectively, as possible is always the main goal of this shopping period. This is where customer service enters the fray, the key link between knowledge and a customer.

GAME are supposed to be there to advise it’s customers, with the aim to sell products to them. As a large business, you’d expect to them to be consistent with their prices. The manner in which GAME suddenly increased the Amiibo asking price feels a little shady, even more so given their stock numbers rarely appear to be depleted. As customer buy the new Amiibos for the ‘new’ price of £14.99, they are never advised on the online price of £10.99.

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There’s a argument that it’s the customers job to look for the best price around, but on the flip side it’s the retailers job to least be honest with their customer,s not actively spike up a market for the sake of a few pound. GAME have history of doing this back with Monster Hunter 3: Ultimate. The release day price was £39.99, GAME were asking for £59.99, and even changed the online price to reflect this after it became clear the game had a small initial shipment in the UK. After looking into this, a local branch of GAME had went from having one copy on the shelf to having a number of them, all equipped with that new £59.99 sticker.


This is the kind of behavior you’d expect from a independent store, but from a huge retail chain? Not so much. It’s disconcerting when you sit back and think the amount of (for examples sake) parents who will be paying extra for literally no reason. The complete second wave of Amiibos will cost £65.94 if bought online on GAME’s site, in-store customers will be paying £89.94.

While online prices normally differ from a few pound to that of the in-store price, GAME are just taking it to the extreme. From charging £11.99 one week to £14.99 the next, GAME are simply exploiting the fan fare around the Amiibos, as well as the less knowledgeable customers. Where will the price spiking stop? If Nintendo do discontinue a Amiibo, does this mean retailers such as GAME will hike up the price ‘just in case’?


 It’s worrying that GAME are seemingly willing to spike up the prices in such a manner. There’s little to no excuse for the price change, the same way there was no excuse for their attempt to rip off and lie to customers with the Monster Hunter 3 Ultimate situation. Bottom line, don’t hand over your money to GAME without doing a little research, especially with Amiibos.

Sean Halliday


  1. […] earning via Amiibos, so they decide to get a piece of the action. In-store Amibo prices started at £10.99, they quickly changed to £14.99, with no real reason […]

  2. GAME's Pip-Boy Screw Up Is One Of Many | Pixel Gate
    November 6, 2015, 5:17 pm

    […] ‘sorry’ follow up e-mails. Stores had no problem stocking those very same Amiibo…just with the price tag of £14.99. Personally I have placed over 20 Amiibo orders with GAME, I have only received 4. Poor service? Or […]

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