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Prepared for the New Media Driver's License course at Michigan State University. GameStop is a one-stop shop for all video gamer needs: from new and used consoles, games and accessories to the latest news, reviews and pre-order exclusives. However, in an era when gamers are moving toward digital downloads and software sales are dropping across the industry, GameStop needs to maintain their position as a leader in the market. One way to stay relevant is by jumping on the digital gaming trend by becoming a "go-to" resource for customers. The digital strategy, GS 3.0, will reach GameStop customers that are not aware that the company is more than a brick and mortar or are not currently downloading content, prospective customers (i.e. new gamers), and non-GameStop gamers as they search for information they can find on blog posts, from PPC ads as they research games and digital downloads, and through social media posts. GS 3.0 is for the gamer and GameStop is the only stop for digital downloads.
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GameStop Digital Strategy: GS 3.0
Sheena Williams
MARKET OUTLOOK
VG Market Trends• New ↓ to 41%• Used ↓ to 9%• DL ↑ to 31%
2013 GS Sales• 38.5% new VG • 25.8% used VG• 16% Digital Sales
TARGET AUDIENCE GS clients Non-GS Prospective GS clients
BIG IDEA: GS 3.0
News Reviews Content Games
KPI1. Increase awareness of GS as a retailer
of digital gaming2. Increase digital sales by 5% over the
next year ($10.8 million)
GS 3.0 WEBSITE DESIGNTransporting gamers into the future…
Online store Content gamers want Gaming Community
GS 3.0 BLOG Product showcase What gamers are
searching for and finding elsewhere…CritiqueInsider gaming newsCheatsWalkthroughs
SOCIAL MEDIA
GS 3.0 has the excitement of a Gamer!
What gamers want? Objective Content…
PPC ADSSave with Digital Gameswww.gamestop.comOrder Now and Save 20%Largest collection of downloads
Pre-Order Digital Gameswww.gamestop.comOrder Now for More AccessSearch PSN, XBox, & PC Downloads
Google Adwords$100.00/day
○ $73,000/year for 2 ads
275% ROI
GS 3.0 DIGITAL STRATEGY
Power to the Players
• Content• Community• Downloads
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