Gamestop it has been at the center of the video game retail market for many years but today he is in great difficulty.
With the progressive decline of the physical video game market (and with it the second-hand buying and selling system, the flagship of the chain), the company is desperately looking for new methods to convince customers to set foot in its stores and spend money.
While in recent years the strategy of Gamestop has been focused on filling the dedicated merchandising and Funko Pop stores of all kinds, recently we started to test new concept stores that focus more on the "social" approach.
As Gamesindustry reports, three types of new stores are currently being tested, all located in Tulsa, Oklahoma.
All three have a single common denominator: the drastic reduction of the space dedicated to the sale of video games and the transformation of the stores into social gathering places, with spaces dedicated to board games, PC stations dedicated to online gaming and TV areas designed for retrogaming.
The three stores represent variations of the same theme (there is the one most dedicated to retrogames and the one more directed towards "pop culture") but the final goal remains the same for everyone.
Transforming Gamestops into places where you can spend time with video games, rather than the shops where you can enter to make your own pre-order video games.
Just a concept or the right way to relaunch?
The use of the services provided by the new concept stores is free and requires only one "PowerUp Rewards Membership" to access it, with staff dedicated to checking the age of the user who will want to use games not recommended for minors.
It should be noted that these stores are still in a state of testing and there is no certainty that the company chooses to apply this change on a global scale.
In an interview relating to the creation of these concept stores, the Chief Customer Officer Frank Hamlin said: "I came back from E3 2014, went directly to meet the leaders of the time and said 'We are missing out on a huge opportunity'. Then I went on with a really politically incorrect phrase: 'If E3 is the Vatican of video games, why isn't Gamestop the local church?' "
This may be the right way to revive or Gamestop it is destined to follow a fate similar to that which happened years ago in Blockbuster?