With the massive number of new gamers shipping this holiday, you’d think GameStop would be content to sit on its laurels. In many locales, the biggest nationwide games retailer is one of few–if not the only–stores with an extensive selection of games for all platforms. Were that not enough, GameStop’s stock has more than doubled in value over the past year, thanks to a burgeoning US game market which topped $1.3 billion in sales in September. With everything going GameStop’s way, why has the retailer gone on the offensive with a new, multimillion dollar ad push in print, online, and on television? Titled “Power to the Players”–which is also the company’s new tagline–the marketing push is the first nationwide coordinated campaign since GameStop acquired archrival Electronic Boutique in 2005. Indeed, it is the megaretailer’s first national campaign ever, and seems designed to blunt the increasing number of chains beginning to sell games. Recently, both Radio Shack and 7-Eleven used the Halo 3 launch to kick off their own game efforts, joining such other nationwide chains as Best Buy, Circuit City, Target, and Wal-Mart. How is GameStop staving off the competition? Recently vice president of marketing Tom De Napoli, sat down… Read full this story
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