GameStop partners to develop new store concepts and in-store experiences
GameStop is doubling down on brick-and-mortar.
The world’s largest video game retailer is partnering with global design firm R/GA to develop and piloting new and streamlined physical store concepts, introducing new ways for gamers to try new titles before they buy them, and giving stores a unique layout and purpose that appeal to gamers. From store concepts that offer competitive sessions in home-grown e-Leagues to locations that sell strictly retro gaming software and hardware, GameStop plans to pilot the new store concepts in a “select market.”
GameStop said its partnership with R/GA’s Austin and Chicago teams is part of its broader business transformation strategy “to evolve its efforts in cultivating innovative customer-centric opportunities to bring video game culture to life in every neighborhood.”
“We’re on a journey to use our vast retail footprint to provide an engaging and well-thought-out experience that enhances our consumers’ gaming interests,” said Frank Hamlin, chief customer officer at GameStop, which operates over 5,700 stores across 14 countries. “Among its many strengths is R/GA’s ability to leverage consumer insights and technology to reimagine the experience our consumers can have in our physical space. Our investment in this partnership is the next stage of our transformation and growth strategy.”
The initiative comes as GameStop is working to adjust to the reshaped video game market, which is increasingly dominated by online downloads versus purchases.
GameStop said its research with R/GA r identified four major motivations gaming fans have for playing video games: immersion, achievement, creativity and community. According to the research, video games are no longer just a form of entertainment, but are a fundamental part of the fabric of a modern customer’s life.
“This consumer believes gaming is the most immersive, most challenging, most creative and most inclusive form of entertainment and vibrant storytelling available, and in many cases is an important facet of their identity,” stated GameStop. “No other specialty retailer understands this more than GameStop.”
In March, GameStop announced a series of partnerships in the fast-growing esport space, which involve live video game competitions, are growing at a breakneck pace.
“GameStop has always had a role in the gaming ecosystem,” said Candice Hahn, senior VP, managing director at R/GA’s Austin office. “We’re focused on filling the needs and desires of gamers, and amplifying the core assets of the business, to turn GameStop into a reimagined format for its consumer base of today and tomorrow.”