By: Andrew Hughes

Company Overview• World’s largest multichannel video game retailer• GameStop’s retail network and family of brands

include 6,650 company-operated stores• Ranked #273 on Fortune 500• Currently in 15 countries worldwide and online• Other brands include:– www.kongregate.com, a leading browser-based game site– Game Informer Magazine, a leading multi-platform video

game publication– Spawn Labs, a streaming technology company– www.gamestop.com/PC, a digital PC game distributer

Target Audience

• Average age of gamers today is 13 years old• 25% of Americans over the age of 50 play on a

daily basis• Traditionally a male dominated market• Young children are spending less time with

traditional toys and games• In 2009 40% of video game users were female– Mainly arcade games on mobile devices

Key Performance Indicators

• KPIs are important for continually optimizing results

• Three Important factors; behavior, engagement and income

• Measureable web traffic indicators: – Traffic sources – Clicks – Page views/unique page views – Time on site – Goals– Completion/conversion

Key Performance Indicators cont.

• Social media:– Facebook• Likes, active users, comments, and shares

– Twitter • Followers, following, re-tweets, mentions, and reach

– Other sites such as YouTube and Flickr• All of the above methods can be utilized to

measure how much exposure GameStop is gaining through digital media.

BIG IDEA

• Instant informative updates, industry news and up-coming title release news will keep the consumer synced with their favorite products

• Members will create an online user profile where they can build there library of currently owned or future games

• Profiles will be used as a “genius” tool to send users related material on their games or newly released information on games or hardware of interest

BIG IDEA cont.

• Competitors do not provide a relationship based system:– IGN, Game Trailers, Gamespot and Gamenews HQ

• GameStop’s system learns your gaming habits based on your library, pre-orders and content searches to optimize your gaming experience with relevant information, updates and suggestions

Tools & Tactics

• Mobile application will sync online user profile to any device providing:– News/articles– Trailers– Photos– Release countdowns

• Email blasts with offers/specials on related content

Budget

• Six phases:– Project Overview 10 hours– Strategy 40 hours– Planning 50 hours– Implementation 90 hours– Execution 70 hours– Reporting 90 hours

Total 350 hours x Current rate $250/hr = $87,500

Summary• For GameStop it is important to enhance the

experience of purchasing a game beyond normal standards with loyal customers who will appreciate a service that gives back to them. By expanding their reach and awareness GameStop will be able to attract potential customers through loyalty programs and informative publications. With the price of games rising it is crucial for consumers to make the right decision when making a purchase. GameStop promises to help every gamer make the right choice every time.