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GameStop Going to the Cloud to Connect With In-Store Consumers

13 Jan, 2015 By: Erik Gruenwedel

Video game retailer partners with Microsoft’s upstart Azure cloud platform

Video game retailer GameStop is licensing new cloud-based technology from Microsoft to better connect with consumers — in stores. While most shoppers and GameStop store personnel are well-versed in the nuances and tech surrounding gaming, the retailer aims to enhance the in-store engagement in interactive, informative and entertaining ways.

Grapevine, Texas-based GameStop is the largest standalone game retailer, with more than 4,200 stores nationwide.

The retailer will use Azure to stream video game and promotional content direct to customer and store personnel mobile devices — when using a special app. Consumers will be able to view on their smartphones and Windows tablets trailers, promotional materials, etc., from GameStop’s catalog of games.

More importantly, access to the cloud is intended to provide a digitally immersive shopping experience — inside stores.

“Microsoft has always been [an] innovative company for GameStop to collaborate with, both in the technology space as well as with their video game consoles and titles,” Jeff Donaldson, SVP of GameStop Technology Institute, said in a statement. “We are continuing to work closely with them to discover and aggressively elevate ways to enhance the retail experience for our customers today and in the future.”

Indeed, GameStop will also use the cloud platform in stores to streaming video game trailers to a 4K Ultra-HD TVs, as well as offering a mobile shopping cart that can be used to facilitate a faster checkout. In short, it’s e-commerce in the store.

“GameStop is utilizing our cloud computing technology in their brick-and-mortar stores in new exciting ways, and demonstrating the type of retail technology applications we can build on Azure moving forward,” Tracy Issel, GM of worldwide retail, consumer goods, hospitality and travel at Microsoft, said in a statement.

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