Tesco is planning to up its game over the next year in terms of... games.
In fact the supermarket said that it wants to control 20 percent of games sales and become "as good as a specialist retailer" by 2012.
"We have already doubled our share on software, hardware and peripherals in the last year," senior buying manager for games John Stanhope, told MCV.
"The team has also doubled in size in the last 18 months. We now have the resource to get to 20 per cent of the games software market."
Entertainment category director Rob Salter added: "I have been here just over two years and my first meetings with the video game suppliers were quite challenging.
"They said 'You are not really a priority for us', which is unusual for Tesco.
"So when John arrived we said that we were going to grow our share, and we then spent the next two years getting on and delivering on that promise.
"We have now put ourselves way up the pecking order with our suppliers. We have a long way to go, but it's been a decent couple of years."
"Tesco at its best in entertainment should be as good as a specialist retailer," said Stanhope.
"The next step is to have service desks at the heart of the department. In the top 250 Tesco stores we have the opportunity to create a proper games and entertainment and electrical department."
Tesco rolled its video game trade-in service nationwide in August after a trial back in February.