Asda has added a new dimension to its entertainment arm by selling pre-owned video games in more than 230 stores.

The move follows a trial in a handful of stores allowing shoppers to trade in their old games for other titles or credit elsewhere in-store. The scheme is dubbed ‘Buy, Play, Trade’.

The supermarket said its pre-owned game stock was boosted by “thousands” last week by a three-day promotion that let shoppers trading in games buy FIFA 2011 for the Xbox 360 or PlayStation 3 for just 97p.

“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,” said Fergal Gara, category director for music, video and games.

“The launch of ‘Buy, Play, Trade’ is one of the key steps towards that goal.”

Asda games buyer Alastair Islip last month told The Grocer Asda’s overall gaming sales were more than 40% up on the market as a whole in 2009.

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