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The UK’s largest dedicated video game retailer, Game, is opening a “small” number of concession stands inside WHSmith stores.

According to GamesIndustry.biz, Game said the in-store partnerships are part of an ongoing trial across the UK, as the retailer attempts to improve disappointing recent financial results–its profits were down 81% this year.

The move will see WHSmith selling video games for the first time since 2010. Before that, the newsagent chain had stocked games for nearly 30 years.

Although Game hasn’t yet revealed its Black Friday sale lineup, US retailers Target, Best Buy, Walmart, and Costco all have, while Game is also running cheap Xbox One bundles.

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