Would you like to pick up a copy of Modern Warfare 2 along with your movie the next time you visit a Redbox? That may soon become an option, according to Reuters. Mitch Lowe, CEO of Redbox, has stated that his company is in talks with video game developers, with an eye towards offering games at Redbox rental kiosks.
In his comments, which took place at the Reuters Global Media Summit, Lowe declined to say which developers Redbox has been speaking with, but did say that two video game rental trials have been in effect at Redbox kiosks since August of this year. The two markets the trials are taking place in are Reno, Nevada and Wilmington, N.C., and games are priced at $2 per day in both areas. Regarding the possible expansion of video game rentals, Lowe had the following to say:
“We are talking early and often with the content providers of games so that we start out with a much better understanding of what we’re doing,”
Brian Farrell, CEO of game studio THQ (Saints Row series, Red Faction series), stated that his company might be amenable to its games being rented by Redbox. Said Farrell:
“If you look at movies and music in some ways, resisting new business models has not been a great formula for success, so one of the things I like about our industry is we tend to think, ‘We have to adapt to this change.’ So it’s part of our DNA,”
Lowe also discussed Redbox’s ongoing struggles with the Hollywood Three, and was a little more forthcoming about his company’s difficulties obtaining new releases than he has been in the past. Said Lowe:
“If you’re the kind of person that needs it on Tuesday, Wednesday or Thursday, there’s going to be a very limited supply. Because we’re buying at retail it does take us several days, we have to package them, we have to prep them and then distribute them out to the kiosk,”
This is a fascinating idea, but with today’s average video game taking at least six or seven hours to complete (much more for role-playing games, etc.) $2 per day can add up quickly. Perhaps Redbox is after the “try before you buy” crowd that would only rent games for one night.
How ’bout it, Insiders: would you rent games from Redbox if you had the option? Also, weren’t Farrell’s comments about the futility of resisting change refreshing?