It’s no secret that GameStop has had a rough few years financially. They saw a third Quarter loss of nearly half a billion dollars last November, even after selling Spring Mobile for a cool seven hundred million dollars.

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Recently, it had to stop searching for a new buyer with its stocks plummeting by over 25%. Obviously, something needs to change and today GameStop announced that its new business saving strategy is turning stores into “unique experiences.”The new direction is part of a partnership with colossal marketing company R/GA and revolves around GameStop’s long held desire to “re-affirm its place in video game culture.”“Together, GameStop and R/GA are developing and piloting new and streamlined physical store concepts, introducing new ways for gamers to try new titles before they buy them…” Read the announcement before going on to say that unique store concepts that offer things like “competitive sessions in home-grown e-Leagues to locations that sell strictly retro gaming software and hardware” are just some of the ideas that they’re going to trial in new concept stores.GameStop wants to create a place to have local video game competitions or somewhere for gamers to sit in front of a decent CRT TV as well. Some of these options are pretty hard to come by in most towns, so it is hoping to capitalize on those to find new streams of revenue in a world constantly shifting toward a digital future.

An earlier version of this article said GameStop sold Sprint Mobile, when it was in fact Spring Mobile. IGN regrets this error.John is a freelance writer for IGN UK with a love for all things stealthy, ginny and noisy. To set up a game of Spies vs Mercs or hear his less coherent ramblings, get him on Twitter.