GameStop: Rethinking the Physical Store in Gaming's Future

The Challenge

The gaming industry is constantly evolving, with an increasingly large and diverse audience. The shopping experience is transforming, with increasing digitalization challenging the traditional role of physical stores.

In this context, GameStop wanted to explore the future of retail for gamers , understanding expectations, needs and opportunities for innovation to remain a point of reference in the sector.

The Research Approach

To address this challenge, an integrated research approach was developed that combined qualitative and quantitative methodologies, ensuring a comprehensive view of the current landscape and future opportunities.

The project, coordinated by the strategic consultancy agency Bertini.Marketing , involved a team of two senior moderators specialized in qualitative market research , who conducted the sessions in a strategic and in-depth way.

The research was divided into three main phases:

• 4 in-depth interviews with gaming influencers → To gather strategic insights from key figures in the community, with direct experience of the market and audience engagement dynamics.

• 10 Creative Focus Groups with Gamers → A mix of participants of different ages and levels of engagement, to explore innovative ideas and test emerging concepts related to the in-store experience.

• 1 online survey with gamers recruited from panels → A quantitative survey on a large and representative sample to validate qualitative evidence and measure market preferences and expectations.

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The Benefits of Research

Thanks to this research, GameStop has obtained concrete indications on how to rethink its offer and its role in the world of physical gaming. In particular, the research has allowed to:

✔ Understand the new purchasing habits of gamers , identifying the main drivers that influence the choices between physical and digital retail.

✔ Analyze GameStop's positioning compared to the competition , highlighting strengths and areas for improvement in the customer journey.

✔ Identify expectations for the store of the future , exploring new ways of engagement and interaction to offer a more engaging experience.

✔ Provide useful insights for innovation strategies , with concrete ideas on layout, assortment, services and retail formats.

The Impact for GameStop

The results of this research have provided GameStop with a solid foundation for developing strategies to renovate its physical store, while maintaining a central role in the gaming community and responding to the challenges of digitalization.

With a clearer vision of market needs, the company can now work on a more immersive, interactive retail experience aligned with new industry trends .