Blockbuster Rolls Out Game Subscriptions Nationwide17 Jun, 2003 By: Holly J. Wagner
Blockbuster Inc. has announced the national rollout of its Game Freedom Pass monthly subscription model.
The program lets consumers rent an unlimited number of games for 30 consecutive days with the purchase of a $19.99 Game Freedom Pass. Pass holders may have a maximum of one game rented at any given time, but face no extended viewing fees during the 30 days.
"We tested the non-renewable version of the Game Freedom Pass last year and it was such an outstanding success, it's back by popular demand as a subscription program and we're rolling it out nationwide," says Nick Shepherd, EVP and chief marketing/merchandising officer for Blockbuster. "It's a win-win proposition for our gaming consumers, and the perfect seasonality for it. With the Game Freedom Pass, customers can rent what they want, when they want and return it when they want. Keep a game an hour or 30 consecutive days. No extra charges and no extended viewing fees during the 30 days. It's the ultimate try-before-you-buy proposition and it's what our avid and casual gamers have asked for."
The pass also give Blockbuster a more competitive product to try to hold game rental market share as No. 2 chain Hollywood Video increases its invest ment in Game Crazy stores-within-stores. So far the Game Crazy has been helping Hollywood's bottom line.
The Game Freedom Pass is good for any game, any game format, any time during the 30 days, and offers the option of auto-renewal for maximum convenience. The launch of the Game Freedom Pass is sponsored by MasterCard.