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Dive Brief: - Best Buy is piloting Best Buy Gamers, a new online hub for gaming content, preorders, gear, deals, giveaways and experiences, according to a Tuesday press release. The company intends to add new features, content and perks as it receives feedback from shoppers. - In its initial phase, Best Buy Gamers will bring gaming reviews, articles and videos to the hub via a partnership with IGN, including content exclusive to Best Buy. Gamers can make a profile and choose their favorite devices, platforms, genres and their preferred playing styles. - As part of the pilot, Best Buy is opening an in-store gaming experience at a store in Torrance, California. That space, opening in November, will allow shoppers to play the latest gaming titles and host gaming events with IGN. Dive Insight: The debut of Best Buy’s gamer hub marks the company’s continued expansion beyond retail. During an earnings call with analysts in May, soon-to-be CEO Jason Bonfig said the company is “not just a retailer anymore” and will venture further into ancillary businesses like advertising. A veteran of the company since 1999, Bonfig most recently served as chief customer, product and fulfillment officer. At the time of his appointment, analysts were largely positive about his ability to carry out the company’s expansion, specifically in retail media and marketplace. “We’re encouraged with the appointment of Jason because he was one step closer to the action, overseeing those two initiatives, among other responsibilities,” Jefferies analysts led by Jonathan Matuszewski said in April. Best Buy’s gaming platform is intended to give shoppers a place to explore their interests, buy products and also stay informed on upcoming experiences. In addition to the dedicated gaming space in California, Best Buy will also host late-night store openings for the release of “The Legend of Zelda: Ocarina of Time” next month, as well as a “League of Legends” pop-up at its Brooklyn store in New York. In addition to creating its own gamer hub, Best Buy is extending its reach elsewhere online. The company is introducing a store on TikTok Shop in late October, where it will sell products from brands such as Microsoft, Dyson, Oura and Bose. Along with selling via the social commerce app, Best Buy is tapping participants in its content creator platform to promote products available in the shop. Best Buy is also navigating the shift toward AI-driven product discovery. The retailer has partnered with OpenAI to integrate its product assortment into ChatGPT. It has also connected with Google’s Universal Commerce Protocol, which lets shoppers make purchases when using AI Mode on Google Search and the Gemini app.
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