GameStop Doubles-Down on Retail Innovation, Partners with R/GA to Re-Design the Future of the Cultural Gaming Experience
July 15 2019 - 9:30AM
GameStop Corp. (NYSE: GME), today announced a strategic partnership
with global innovation design firm, R/GA, to strengthen its focus
on creating unique in-store experiences as part of its strategic
move in re-affirming its place in the video gaming culture.
The partnership with R/GA’s Austin and Chicago teams is part of
GameStop’s broader business transformation strategy to evolve its
efforts in cultivating innovative customer-centric opportunities to
bring video game culture to life in every neighborhood. GameStop’s
renewed customer-first focus stems from qualitative and
quantitative research led by GameStop and R/GA that identified four
major motivations gaming fans have for playing video games –
immersion, achievement, creativity and community.
Together, GameStop and R/GA are developing 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 will pilot the new store concepts in a select market to
present something new to players both old and new, and searching
for experiences in gaming beyond the 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. 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,” said Frank Hamlin, Chief
Customer Officer at GameStop.
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. No other specialty retailer understands this more than
GameStop. As the world’s largest video game retailer, it
appreciates gaming fans’ thirst for compelling experiences,
immersive adventures and virtual world escapism.
“GameStop has always had a role in the gaming ecosystem,” said
Candice Hahn, SVP, 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.”
About GameStop GameStop Corp., a Fortune
500 company headquartered in Grapevine, Texas, is a
global, multichannel video game and consumer electronics
retailer. GameStop operates over 5,700 stores across 14
countries. The company's consumer product network also
includes www.gamestop.com and Game Informer® magazine, the
world's leading print and digital video game publication.
General information about GameStop Corp. can be
obtained at the company’s corporate website. Follow
@GameStop and @GameStopCorp on Twitter and
find GameStop on Facebook at www.facebook.com/GameStop.
About R/GAR/GA is the company that creates
transformation at speed. An innovation leader for more than 40
years, R/GA has expanded and evolved to offer business
transformation, experience transformation, and marketing
transformation through its award-winning consulting, ventures,
technology, design, marketing communications, and IP practices. Its
work spans web, mobile, and social communications, retail and
e-commerce, product innovation, brand development, and innovation
consulting. The company has more than 2,000 employees globally with
18 offices across the United States, Europe, South America, and
Asia-Pacific. R/GA is part of The Interpublic Group of Companies
(NYSE: IPG), one of the world’s largest advertising and marketing
services organizations. For more information about R/GA, please
visit www.rga.com and
on Facebook and Twitter.
ContactJoey MooringGameStop Corporate
Communicationsjoeymooring@gamestop.com
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