STORE CONCEPT: The physical stores were completely revamped to make them attractive to a new, younger audience. Some projects by True North to help Game Mania in achieving this: REBRANDING: In order to align Game Mania’s identity and message with its newly found ambitions, a new branding & positioning strategy was developed. It needed a stronger brand and needed to become ‘omnichannel’. Game Mania had to reinforce its position as market leader in gaming retail. Game Mania was ready to implement its strategy… Strengthen Core Business: “More, Better Retailer” Project roadmaps were made for each gear. Take bold leaps by launching new ventures or doing acquisitions.Expand the business with new activities and venturing into adjacent markets.Strengthen the core business : optimise the profitability of today’s retail activities.To be able to deal with the disruption of its market, Game Mania had to reinvent itself in three gears. We didn’t base ourselves on management assumptions, but we ‘ brought the consumer’s voice in the boardroom’ and involved 3,000 gamers to share their input and opinions. We defined in which domains Game Mania needed to strengthen its position orĮxpand in order to remain successful. We looked at market trends on one hand, and inventarised Game Mania’s strongest assets on the other. The first step to making Game Mania ‘future proof’ again was to make a solid business strategy. This could prove to be a big opportunity for Game Mania if it would be able to claim a piece of the pie. On the other hand, ‘gaming’ is growing from a marginal product, to a multibillion entertainment industry: e-sports, live streaming, specialised gaming electronics, cloud gaming, VR and other innovations are expanding the space exponentially. Tech players like Google & Amazon are launching cloud gaming platforms that negate the need to buy a console entirely. The product (the game) is no longer a physical product, but is increasingly digitising and available to buy & download from the big gaming platforms. More recently however, the gaming industry has known a more radical transformation, very similar to the disruption of the video rental industry when Netflix caused the bankruptcy of Blockbuster. ![]() ![]() A phenomenon that impacts many retailers across all categories today. ![]() The past years, Game Mania stores have been suffering from the increasing move from physical retail to online shopping. Extra margins were made by selling second hand games. The business model was simple: sell games and consoles. From Old School Retailer To Innovative Media Companyįor the past 25 years, Game Mania has been the market leader in gaming retail.
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