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Can Best Buy be the new gaming boss?

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Can Best Buy be the new gaming boss?

The electronics retailer is piloting a gaming hub that brings together content, deals and preorders, and will also open a dedicated gaming hub inside a store in California.

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.


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