A striking point-of-sale unit for Microsoft’s Xbox computer games has helped increase their sales in the 100 independent Belgian gaming stores they were introduced into late last year.

Designed and made by Bingley-based PoS and packaging specialist, The Valley Group, the display is said to have boosted sales by between 10 and 35% over a two-month period. Valley helped Microsoft launch Xbox throughout Europe and Asia in 2002 with a specially-designed interactive demonstration unit.

This time it created a stand to both increase the quantity of products displayable and help the shops with stock management.

The curved design takes 168 games – 20 more than a conventional unit – with 28 facing products, six deep. Its robust frame is made of mild steel with acrylic edge-lit pockets. The modular stand is also said to be easy to assemble.