July 16, 2008, 12:00 AM

GameFly scores new distribution center and two TV spots

Video game rental service GameFly has stepped up its distribution and marketing efforts. The company has added a new warehouse in Austin, TX, and launched TV commercials to spread the word about its video game rentals and highlight popular games.

Video game rental service GameFly Inc. has stepped up its distribution and marketing efforts. The company has added a new warehouse in Austin, TX, and also recently launched two TV commercials to spread the word about its video game rentals and highlight popular games.

The distribution center is the company’s third in the last 13 months and will be used to send its 5,000 available games to renters in Texas, Louisiana, Arkansas, Oklahoma, Kansas and New Mexico. GameFly, No. 271 in the Internet Retailer Top 500 Guide, says additional Midwest states may be added later.

The company also is expecting two new 30-second TV spots to drive sales and take advantage of the new distribution locale. The ads, created by marketing agency Wongdoody and visual effects agency Zoic Studios, launched in May and use computer-generated animation to show different games and demonstrate how consumers can rent from GameFly. The spots feature popular video game themes such as military simulation, role playing and side scrolling, a gaming concept where a player’s video game character views the world from the side and runs horizontally through each level. Modern and classic video game sound effects play in the background.

“We were able to create commercials that not only educate about how the GameFly service works, but appeal to a broad range of consumers as we highlight the most popular game genres, from the latest shooter to old-school favorites,” says David Hodess, GameFly’s CEO.

The spots are airing now on channels including Comedy Central, Cartoon Network’s Adult Swim, Spike TV, MTV, Current TV, FX, G4 TV, the Science Channel and ESPN2.

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