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The Potential for GameStop to Create a Strategic Alliance with GoPro
GameStop has partnered with companies like Cricket and Apple via SimplyMac in the past in order to sell phone subscriptions and Apple devices. Now, with the next generation of consumers coming up in the Digital Era, GameStop can form a strategic alliance with GoPro, the number one producer of action cameras, to get more consumers interested in merging video gaming with filmmaking. As more and more gamers are posting content on YouTube, attracting audiences, developing their own brands, and making fortunes in the process (Grzesiak, 2018), it makes perfect sense that GameStop should ally with GoPro as vlogging and gaming are becoming integrated in the consumer-sphere (Brown, 2016).
This strategic alliance would work because GameStop and GoPro already have similar business models in which consumers can buy the desired products, use them for a while, and then trade them in for different products or take advantage of a trade-up offer. GoPro allows consumers to trade-up to purchase its newest action camera options like the Hero 5 Black. GameStop essentially works the same way with its video games and consoles. By stocking GoPro action cameras in its stores, GameStop could attract even...
GoPro would be able to link online sales of merchandise with GameStop, and vice versa. Both businesses could partake in a campaign to unite the two companies’ products in an online marketing blitz aimed at YouTubers, gamers, vloggers, and anyone interested in creating their own brand for the YouTube generation using Digital Era technology and recreational products. The alliance would allow the two worlds of gaming and outdoor activities to unite—which is really well represented by so many YouTube personalities who have started out as gamers and become professional vloggers with videos ranging from indoor productions to outdoor activities like skating, swimming, hiking, canoeing and so on (Grzesiak, 2018). In other words, gaming videos help YouTubers attract a following—and…
References
Brown, S. (2016). Postmodern marketing: dead and buried or alive and kicking?. In The Marketing Book (pp. 43-58). New York, NY: Routledge.
Grzesiak, M. (2018). Personal Branding on YouTube in the United States and in Poland: Comparative Analysis Based on Academic Literature and Published Marketing Studies. In Personal Brand Creation in the Digital Age (pp. 71-96). Palgrave Pivot, Cham.
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