GameStop Cuts Staff as Sales Continue to Fall
GameStop Announces Layoffs Amid Ongoing Sales Declines
GameStop announced this week that it will eliminate an unspecified number of jobs at its U.S. headquarters in an effort to cut costs amid declining sales. In a memo to staff, CEO George Sherman said the layoffs are “essential to streamline our organizational structure” and reduce expenses to position GameStop for long-term success.
Restructuring Efforts
The job cuts are part of a larger restructuring plan aimed at reducing overhead and operating expenses. GameStop has struggled in recent years as gaming has shifted to digital downloads and streaming, bypassing the need for physical disks and cartridges. Sales have declined for four consecutive quarters, prompting the company to close hundreds of stores in 2019. Additional cost-cutting measures include reducing new store openings and renegotiating leases to improve profitability.
Challenges Remain
While reducing expenses will help in the short term, GameStop still faces significant challenges to revive its business model. Offering experiences that can’t be replicated online, such as esports gaming centers and competitive gaming events, provides opportunities for in-store traffic and sales. However, investments in reimagining the retail experience will require additional capital at a time when resources are limited. The success of future transformation efforts remains uncertain given the scale of changes needed to offset lost physical media sales.
GameStop’s restructuring is an attempt to stabilize the company amid a difficult business environment. However, a return to growth may depend on revolutionary changes that tap into new sources of value for customers seeking a social and entertainment hub, not just a transactional retail outlet. The path forward is unclear, but halting the cycle of sales declines is an important first step.
Factors Contributing to GameStop's Falling Revenues
Shift to Digital Downloads
One of the largest factors contributing to GameStop’s declining sales is the gaming industry’s shift from physical disks to digital downloads. As more players purchase and download games directly to their consoles, the need to visit physical stores like GameStop has decreased significantly. According to industry reports, digital game sales increased over 10% in 2020 while physical disk sales declined by nearly 20% during the same period.
Competition from Big Box Retailers
Major big box retailers like Walmart and Target have also impacted GameStop’s revenues by offering competitive pricing on new and used games. These mass market retailers are able to leverage their scale to negotiate lower wholesale costs from publishers and pass on savings to customers. GameStop, as a specialized retailer, struggles to match these low prices while still generating a profit.
Challenges of the Used Game Market
An additional factor is the declining used game market which GameStop relies upon heavily for profit margins. As new games are increasingly purchased digitally, fewer physical copies are traded in or resold, limiting inventory. At the same time, publishers are including mechanisms within games to block resale, recognizing that second-hand sales represent lost revenue for them. These actions have made the used game market less viable and by extension, GameStop’s business model less sustainable.
Overall, the shift to digital in the gaming industry combined with competition from big box retailers and a weakening used game market have created substantial headwinds for GameStop. To remain viable, the company must accelerate its transition to digital and find new sources of revenue and profitability. Significant strategic changes will be required to overcome these systemic challenges.
What the Future Holds for GameStop and Video Game Retail
A Challenging Road Ahead
GameStop faces significant headwinds in the coming years as the video game industry continues to move toward digital downloads and streaming. Physical game sales, which make up the majority of GameStop’s revenue, are projected to decline at an accelerating rate. To survive, GameStop will need to successfully transition into new business areas like collectibles, gaming equipment, and eSports.
Diversification and Reinvention
GameStop has started expanding into new product categories beyond physical games in an attempt to diversify its revenue streams. It now sells gaming accessories, collectibles, and other gear targeting hardcore gamers. It has also been investing in “geek culture” stores that sell collectibles, toys, and other merchandise targeting gaming, TV, movie, and comic book fans. GameStop’s long-term success hinges on continuing to expand into fast-growing adjacencies and reinventing itself as a destination for gaming and entertainment enthusiasts.
An Uncertain Future
While GameStop’s diversification strategy is a step in the right direction, the path forward remains unclear. Physical game sales still make up a sizable portion of revenue, and transitioning to new business areas will take time. Competition in segments like eSports, streaming, and gaming subscriptions is intense. There is also a possibility that console makers may eventually cut out retailers altogether and sell games directly to customers via digital storefronts. GameStop faces significant challenges, and its ability to successfully pivot its business model will determine whether it remains a viable company in the coming decade. The future of video game retail itself hangs in the balance.
