Best Buy senior VP of entertainment Chris Homeister said he’s been pleased with the company’s recent introduction of game trade-ins in 960 of its stores so far.

But as the company prepares to buy and sell used games at all American locations by this fall, he admits there is still work to be done to get consumers to think of the major electronics retailer as a place to go for trade-ins.

“We’re just beginning,” Homeister said in an interview with Gamasutra at E3. “We’ve got work to do from a marketing standpoint for sure, but we’re very pleased with the reception we’re getting to our messaging. [How much] the average consumer knows that we’re in these businesses, it’s still low, no doubt about it. But though it’s low right now, we’re still seeing results that we like a lot.”

(full article)