IndustryGamers - Informing the Games Industry

Target Looking to Beef Up Their Video Game Department

Posted May 18, 2010 by M.H. Williams

Target is aiming for your hard-earned money. The company is looking to remix their consumer electronics and video game departments across all stores nationwide. The new, more open layout will “provide a convenient, enjoyable shopping experience, ensuring guests can easily access the information and products they want.” The rollout began in April 2010, and Target says the majority of stores will be completed by June 2010.

The new format means that video game sections are being expanded by almost 30% in every store. In addition to the larger section, more trial stations and video game education centers are being added. The new Learning Centers will feature 40” high definition touchscreens and allow guests to read reviews and previews, sort titles, see the store inventory, receive recommendations on additional games, and sort by ESRB ratings. Trial Stations will mirror those found in other chains such as GameStop and Best Buy, letting customers play the latest and greatest in gaming.

The impetus for this change is the growing revenue to be found in the gaming industry. The NPD Group reported that sales of video game hardware and software reached almost $19.66 billion in 2009, and Target is looking to join the party.

"Target is committed to creating an intuitive and easy shopping experience for our guests," said Target Senior Vice President Mark Schindele. "The electronics and video game reinvention was designed with the wants and needs of our guests as our top priority. They've asked for additional product diversity and better access to games and information, and our new layout offers them just that."

Target’s TV, camera, and camcorder sections will also be expanding. The company will begin selling larger TV screen sizes, and expanding to include new product lines, such as super-slim LED TVs and internet-connectable models. In addition, Target shall be the first retailer to sell Amazon’s Kindle in stores.

M.H. Williams has been writing in some form or another for ten years and has been a hardcore gamer since the NES first graced American shores.  You can catch him on Twitter as @AutomaticZen, Google+ as himself, or on his personal Facebook page.