Wirtschaftsforum: Mr. Grünbaum, what have been the significant milestones in the history of GameStop?

Harald Grünbaum: GameStop Germany originated from the American company Babbage's, which was established in the 1980s. The successor company of Babbage's was acquired by Barnes & Noble in 1999, who saw a great opportunity in video gaming. They expanded this business and in 2000 acquired FuncoLand, which was already active in the used goods business. This acquisition was strategically very important, as this business has sustained us to this day. Funco was later renamed GameStop. A merger with EB Games, which until then had only operated in America, opened access to the international market in 2005. EB Games had also acquired a small company for video games near Kempten. This marked the beginning of our business in Germany. A milestone for the entire gaming industry was the launch of the Nintendo Wii in 2006. It moved video gaming out of the nerd corner and made it socially acceptable. Parents suddenly started playing with their children.

Wirtschaftsforum: How is GameStop positioned today?

Harald Grünbaum: The headquarters for the German-speaking area is located in Memmingen, where we operate a total of 215 retail stores, 185 of them in Germany. Internationally, we have branches in Italy, France, Ireland, the USA, Canada, Australia, and New Zealand. GameStop Germany employs 1,400 staff. Our annual turnover was around 200 million EUR before the pandemic.

Wirtschaftsforum: To what extent do you feel the effects of increasing digitalization?

Harald Grünbaum: Downloads have now also taken on an important role in video games. However, the data volumes of many games are so large that a mass-capable download – often – is not yet possible. However, we as a company are also involved in digital revenues. Most gamers still want to have something in their hands, which is part of the gaming culture, such as a case or merchandise. In addition, several surveys have shown that 80% of them prefer a physical drive.

Wirtschaftsforum: How do you address your target groups?

Robert Pimpl: It is a challenge. Our target audience today is very diverse in terms of age, gender, and behavior. The basis for our marketing and our customer loyalty program is data collection. Here, we have a very solid basis that gives us a fairly clear picture of our clientele. We work with traditional approaches such as newsletters, but also with performance marketing actions. Data Management platforms are playing an increasingly important role in targeting campaigns at the right moment with the right product to the right target group and on the right device. The latter has become extremely important, as the place where the advertising message is received plays a big role in its effectiveness. The issue is complex and will decide future success. However, we also use traditional channels like TV, radio, outdoor advertising billboards, and print, as well as a variety of other digital channels.

Wirtschaftsforum: What makes GameStop particularly distinctive?

Harald Grünbaum: A key point is that our employees, who are themselves passionate video gamers, live this culture and like to carry it outward and make it experienceable for the customers. Therefore, our stores are also meeting points to exchange ideas. For all those who like to chat about tips and tricks for defeating the final boss, seek the latest merchandise of their favorite franchise or streaming series, or want to buy the hottest trend figures from the anime or comic scene. We do not only approach the customers as sellers but see ourselves rather as part of the community and consciously promote the exchange.

Wirtschaftsforum: What impulses were you able to give the company, and what motivates you personally?

Harald Grünbaum: Since joining the company in 2007, we have strongly pushed the sales of fan merchandise, expanded e-commerce, and better interconnected online and offline trade. My motivation is primarily to be able to contribute daily, together with the passion and enjoyment of our colleagues, to ensuring that GameStopZing remains successful and continues to develop.

Robert Pimpl: I joined GameStop in September 2020 to improve e-commerce and implement the omnichannel concept. Here, I rediscovered the passion and spirit of innovation that I had missed in previous positions. Goals are approached with a good dose of pragmatism, with the courage to do something and then see if it works. This combined with my profession of developing young people, is a lot of fun.