GameStop and Microsoft announce a new, multi-year strategic partnership just one month ahead of the Xbox Series X console launch.
by Dalton Cooper, Game Rant
Just one month prior to the launch of the Xbox Series X console, GameStop has announced a new multi-year partnership with Microsoft. The new partnership between GameStop and Microsoft is seen as a strategic move for both companies, as they will combine their resources for mutual benefit.
The GameStop/Microsoft partnership will see GameStop stores integrate Microsoft technology. GameStop stores will begin utilizing Microsoft’s cloud-based data storage and business applications. This will assist store associates when it comes to learning customer preferences and will give them “real time information on product availability.” GameStop associates will soon receive new Microsoft Surface tablets that will allow them to “move freely” within stores, allowing them to assist customers without necessarily having to be at the cash register. Additionally, GameStop associates will also begin using Microsoft 365 and Microsoft Teams as well, with the goal of improving customer experience.
It was also noted that GameStop is now offering Xbox All Access, which allows customers to get their hands on next-generation consoles like the Xbox Series X and S, as well as an Xbox Game Pass Ultimate subscription, for a relatively low monthly cost without having to pay for everything upfront.
As part of the announcement, Head of Xbox Phil Spencer released a statement praising GameStop, stating that the Xbox team is excited about continuing its partnership with the retail chain for the Xbox Series X launch. “GameStop’s extensive store base, focus on digital transformation in an omni-channel environment and expert gamer associates remain an important part of our gaming ecosystem, and we’re pleased to elevate our partnership.”
It’s unclear from the announcement if Microsoft is providing some kind of financial incentive as part of the GameStop partnership. It’s no secret that GameStop has struggled financially in recent years, with the company posting huge losses, laying off staff, and closing down numerous stores. Many have predicted that GameStop is on its last legs, but this new partnership with Microsoft may very well be the shot in the arm in the company needs to stay relevant for years to come.
The length of the Microsoft/GameStop partnership is also unclear, beyond that it is a “multi-year” deal. In any case, it will be interesting to see how this partnership pays off. Microsoft has been making big moves going into the Xbox Series X launch, and while this may not be quite as monumental as its purchase of ZeniMax Media and Bethesda, it is still sure to make an impact of some kind on the industry.
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