The American retailer has launched a new concept store, The Game Room, where visitors can immerse themselves in the world of gaming.
The new retail space opened by the company in San Francisco is fully consistent with its name. This is a kind of adult game room where customers can test game consoles, try on virtual reality glasses and play their favorite games on the most advanced gaming computers and mobile devices. Most of the presented gadgets and services will be available for purchase on the spot, but some are presented for informational purposes only.
The difference from ordinary game rooms, where visitors can just play on computers, is that all technologies belong more to the world of the future, these are the latest developments in the world of gaming. Customers will be able to test out Magic Leap and Oculus Quest virtual reality glasses, experience virtual and augmented reality in special areas of the store, play games on smartphones connected to Stadia, the cloud gaming service from Google, try out new games in Arcade from Apple and much more.
The main purpose of the store is to test whether Target can enter a new area and attract gamers to its stores. Interest in a variety of games among buyers is now on the rise, this industry is estimated at tens of billions of dollars. And although only a small part of these turnovers come from physical goods that can be bought in brick-and-mortar stores, this direction is still extremely attractive for retailers.
And at this stage target is looking for ways to introduce products for gamers to the shelves of its chain stores. The Game Room will allow the company to explore how users use new ways to interact with gaming services and gadgets and whether they are ready to spend money on such purchases not online, but directly in stores.