GameStop brass is pulling out all the stops to revive its failing retail business. The company has announced a partnership with design firm R/GA, which will attempt to increase foot traffic by renovating GameStop locations and imbuing them with unique in-store experiences.

In addition to a new, streamlined layout that makes it easier to shop, these stores will offer ways for gamers to try the latest titles before buying them. The press release also alludes to specially themed locations (“concepts that offer competitive sessions in home-grown e-Leagues to locations that sell strictly retro gaming software and hardware”).

The partnership with R/GA’s Austin and Chicago teams is part of GameStop’s broader business transformation strategy to evolve its efforts in cultivating innovative customer-centric opportunities to bring video game culture to life in every neighborhood. GameStop’s renewed customer-first focus stems from qualitative and quantitative research led by GameStop and R/GA that identified four major motivations gaming fans have for playing video games – immersion, achievement, creativity and community.

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