While GameStop quietly tests new store concepts and PlayLive Nation continues opening new store locations, Target stealthily converted its San Francisco Open House test location into a new gaming experience.
After closing in January for a two-month renovation period, Target Open House reopened as Game Room last week. The spacious storefront located at 115 4th St. in San Francisco is touted as “A Play Space for Tomorrow’s Gamer.”
“We aren’t just showing you tomorrow’s gaming,” says a statement on the Open House website. “We hand you a controller and invite you to take it for a spin. In our Game Room, gamers of all skill levels can find new tools to double-jump into an exciting gaming future.”
The experiential retail concept includes hands-on demo stations for PC and console games, including Xbox One, Playstation 4, and Nintendo Switch; streaming on Mixer; and places for guests to explore Apple Arcade and Google Stadia. Additionally, visitors can check out the latest hardware and accessories and shop in the store.
With new systems, such as Playstation 5 and Xbox Series X, on the horizon, the game industry is looking for a boost following several quarters of decline. The right retail environment just may help move the needle back in a positive direction.