Asda joins computer games trade-in market

The nationwide launch in 235 of its 377 stores follows a successful trial in five stores.

Leeds-based Asda said the new service will allow millions of customers to bring in unwanted games and trade them in for other titles or exchange them for money.

Any money exchanged will be placed onto a special card to reduce the price of future games or other products in the store.

Fergal Gara, Asda's category director for music, video and games said: "Entertainment has always been a key category for Asda, but more recently we've set ourselves the target of being the best general retailer in the market."

Andrew Thompson, head of games at Asda, added: "We feel there is no better time to launch trade in and pre-owned games. With uncertain economic conditions and spending cuts dominating the headlines, customers need our help more than ever to lower the cost of living."

There is already a thriving market for pre-owned games in the UK, estimated to be in the region of 400-500m.

Once the sole domain of specialist games retailers, Asda's entry follows two years of significant growth in the games sector.

Asda, owned by US retail giant Wal-Mart, has been undercutting rivals on leading games titles for some time. Last week it sold FIFA 11 for 29.97, which compares to the retailers' recommended price of 49.99 and the 39.99 price tag at games retailer Game.

n Asda has played down a leaked 2009 guide for its buyers telling them they must "buy for less" and advising them to adopt "good cop, bad cop" techniques in meetings with suppliers.

Asda said the document was out of date and the business has moved on a lot since March 2009.

"Our customers expect us to work hard to negotiate the very best prices on their behalf," said a spokesman. "Do we drive a hard bargain with our big, multinational suppliers? Absolutely. However, while we may be firm, we are always fair."

He added that in the current economic climate the group's customers need Asda more than ever to help lower the cost of living.

"That's a goal both Asda and our suppliers share," he said.