HMV, film and games specialist retailer in UK & Ireland has today revealed a partnership with Gamerbase in order to create a gaming centre within some of its largest stores nationwide.

The first Gamerbase gaming centre will open its doors within HMV's Trocadero centre in Piccadilly Circus. The centre will allow customers to preview new PC games ahead of their launch but also pre-order and purchase games. Gamerbase is also planning on organising various eSports tournaments and promotional events within the Gaming Center

Roger Bennett, one of the founders of Gamerbase, explains how this centre will be different to other gaming centres, "This is the first centre to combine the entertainment aspect of a consumer gaming experience with a retail solution where customers can try gaming titles before they buy. Games Publishers are keen to work with us to allow HMV customers to play the newest games before anyone else, and then pre-order the titles at the HMV games retail store just a few feet away from the gaming centre. Never before have we been able to track gaming directly with purchases. Now we will be able to see what gamers play, how long for, and how this influences their purchasing habits."

Gamerbase Marketing Director Sujoy Roy, said "This is the first time that a PC gaming centre has been built in conjunction with a major High Street retailer, and we look forward to providing a true consumer experience that will hopefully find the UK's next top gamers to represent our country at Worldwide competitive events."

HMV CEO Simon Fox gave the following statement, "As part of our new strategy we are looking to improve the instore customer experience. With Games becoming an increasingly significant part of our product mix, we are delighted to partner with Gamerbase to create a premium quality gaming experience for our customers."

This news follows the recent opening of the Xbox 360 Live gaming zone in HMV's Edinburgh store as well as the launch of the first next generation HMV stores in Dudley and Tunbridge Wells.