Make us your home page

HSN draws customers with video games

New video game features added to have been drawing 120,000 curious players a day through their first month.

And the players have been lingering longer on the site and spending twice as much as the TV shopping network's average customer, the St. Petersburg e-commerce company said.

Called HSN Arcade, it's the company's latest attempt to find new regular customers and get them to stay tuned online longer. The site offers 23 video games ranging from crossword puzzles to sudoku and solitaire on a computer screen that airs the HSN live feed and easy links to Facebook.

Once smart phone and wireless table apps are installed shortly, HSN sees regulars tuning in to play games throughout their day.

"We're calling it the 'gamification' " of digital commerce, said Mindy Grossman, HSN chief executive officer, noting that 42 percent of video gamers today are women in the 30-to-55 age group that HSN targets. "It combines gaming, shopping and sharing (three of today's biggest online consumer activities) all in one screen wherever our customers are."

Players can issue challenges to friends to beat their scores and play against show hosts. Tournaments and reward points programs are planned.

So far the game section has attracted 7 million unique page views to a website that already generates 2.4 million visits a day and accounts for about a third of the TV shopping giant's sales.

The gaming update came as the company on Wednesday reported second-quarter sales rose 8 percent to $747 million, up from $690 million a year ago. Net income rose 29 percent to $32 million, or 53 cents a share, up from $25 million, or 42 cents a share, for the quarter ended June 30, compared to a year earlier. A consensus of Wall Street analysts had forecast earnings of 41 cents a share.

Results were bolstered by the company's Cornerstone mail order business, which reported a 19 percent sales increase. Sales at the TV shopping network were up a more modest 3 percent.

Mark Albright can be reached at [email protected] or (727) 893-8252.

HSN draws customers with video games 08/03/11 [Last modified: Wednesday, August 3, 2011 9:53pm]
Photo reprints | Article reprints

© 2017 Tampa Bay Times


Join the discussion: Click to view comments, add yours

  1. Target says customers want it to pause the Christmas creep


    NEW YORK — Target says customers want it to pause the "Christmas creep." It says it wants to be more in tune with customers' mindset, so it plans to ease in holiday promotions this year while better recognizing Thanksgiving.

     Target says customers want it to pause the "Christmas creep." It says it wants to be more in tune with customers' mindset, so it plans to ease in holiday promotions this year while better recognizing Thanksgiving. This is Target's new store in Manhattan's Herald Square that opened last week. 
[Kavita Kumar/Minneapolis Star Tribune/TNS]
  2. Tampa's Walter Investment Management restructuring, could file for bankruptcy


    TAMPA — Tampa-based Walter Investment Management Corp. is restructuring to cut down some of the mortgage firm's $700 million debt, Walter announced Friday night. The firm, according to its investor relations page, focuses on subprime and "other credit-challenged" mortgages.

    Walter Investment Management is restructuring to reduce its $700 million debt, the company announced late Friday. Pictured is Anthony Renzi. CEO. | [Courtesy of LinkedIn]
  3. Carrollwood fitness center employs scientific protocol to help clients


    In 2005, Al Roach and Virginia Phillips, husband and wife, opened 20 Minutes to Fitness in Lakewood Ranch, and last month they opened the doors to their new location in Carrollwood.

    Preston Fisher, a personal fitness coach at 20 Minutes To Fitness, stands with an iPad while general manager/owner Angela Begin conducts an equipment demonstration. The iPad is used to track each client's information and progress. I also included one shot of just the equipment. The center recently opened in Carrollwood. Photo by Danielle Hauser.
  4. Olive Tree branches out to Wesley Chapel


    WESLEY CHAPEL — When it came time to open a second location of The Olive Tree, owners John and Donna Woelfel, decided that Wesley Chapel was the perfect place.

    The Olive Tree expands its offerings of "ultra premium?€ extra virgin olive oils (EVOO) to a second location in Wesley Chapel. Photo by Danielle Hauser.
  5. Massachusetts firm buys Tampa's Element apartment tower

    Real Estate

    TAMPA — Downtown Tampa's Element apartment tower sold this week to a Massachusetts-based real estate investment company that plans to upgrade the skyscraper's amenities and operate it long-term as a rental community.

    The Element apartment high-rise at 808 N Franklin St. in downtown Tampa has been sold to a Northland Investment Corp., a Massachusetts-based real estate investment company. JIM DAMASKE  |  Times