In an effort to create unique in-store experiences, Texas-based video game retailer GameStop—the 11th-ranked retailer in Dealerscope’s Top 101 CE Retailers list—announced a partnership with global innovation design firm R/GA. GameStop said that, through the partnership, it hopes to reaffirm its place in video gaming culture by offering “innovative customer-centric opportunities” in neighborhoods throughout the country.
GameStop has already been hard at work with R/GA, researching what drives consumers to play video games. The brands identified four motivating factors: immersion, achievement, creativity, and community; and they hope to use that data to develop new physical retail store concepts. GameStop said that these new stores will provide gamers with new ways to try titles before they buy them, and they’ll utilize new layouts to offer competitive sessions for home-grown e-Leagues. Additionally, there will be some stores that will strictly offer retro gaming software and hardware. The new pilot store concepts will launch in a yet-to-be-announced location (perhaps Chicago or Austin, near R/GA’s offices) as GameStop aims to present gamers both veteran and noobies with experiences beyond just the traditional video game console.
“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,” Frank Hamlin, Chief Customer Officer at GameStop, said in a statement. “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.”