Just a month before the release of the Xbox Series X, GameStop has revealed that they have bagged a multi-year partnership deal with Microsoft. The new partnership between Microsoft and GameStop is considered as a strategic move for both companies, as they will merge their resources for shared benefits.
The Microsoft/GameStop partnership will see GameStop branches incorporate Microsoft’s new technologies. GameStop branches will start using cloud-based data storage and other business applications built by Microsoft.
This will help store associates regarding how to learn customer preferences and will provide them real-time information on a product’s availability. GameStop sales associates will soon get new Microsoft Surface devices which will let them move freely within the store, allowing them to help customers without necessarily having to be personally at the cash register. In addition, GameStop sales associates will also start utilizing Microsoft Teams and Microsoft 365 as well, with the target of enhancing customer experience.
@GameStop announces a multi-year partnership w/@Microsoft to expand our physical & digital omni-channel ecosystem & enhance our retail tech infrastructure to create the ‘ultimate gaming destination’ for gamers. Read more here. https://t.co/P3XSrFRgA7 pic.twitter.com/q10ylYlKHN
— GameStop Corp. (@gamestopcorp) October 8, 2020
If the goal of this deal was to strike up more business for GameStop, then it is already a success, with a report from Reuters stating that the store’s shares have risen by a jaw-dropping 44%. For a company that has been spiraling down both in public opinion and revenue, this is a big statement, with many brokers expecting the numbers to go even higher when Microsoft’s next-gen consoles release next month.
It is also worth noting that GameStop is now offering Xbox All Access, which allows customers to avail of Microsoft’s next-gen consoles such as the Xbox Series X/S, as well as a subscription to Xbox Game Pass Ultimate, for a really low monthly cost without paying for everything upfront.
As a confirmation to the announcement, Xbox Head Phil Spencer issued a press release commending GameStop, saying that the Xbox team is exciting in strengthening its partnership with the retail chain during the launch of the Xbox Series X.
“GameStop’s extensive store base, focus on digital transformation in an omnichannel environment and expert gamer associates remain an important part of our gaming ecosystem, and we’re pleased to elevate our partnership.”
It’s uncertain from the statement if Microsoft is giving some type of financial incentive as part of the partnership with GameStop. It has been all over the news that GameStop is struggling financially in the past years, with the company revealing huge losses, terminating employees, and even closing down various branches. Many have anticipated that GameStop is about to go bankrupt but this new Microsoft partnership may be the lucky shot the company needs to stay relevant in the industry for years to come.
The span of the GameStop/Microsoft partnership hasn’t been disclosed to the public aside from revealing that it is a multi-year deal. Regardless, it will be exciting to see how this new endeavor pays off.
Microsoft has been making bold moves leading to the release of their next-gen consoles, and while this particular decision isn’t as monumental as its acquisition of Bethesda and the rest of ZeniMax Media, it will still certainly make a huge impact in the video game industry.