Common across all the concepts is a focus on interactive experiences over product, which GameStop head of innovation Zach Shor tells me is part of a strategy to reduce unnecessary clutter and underperforming SKUs. Though the social concept store is unique in its size, much of what I saw there would be repeated across the other concept stores I'd visit over the weekend. Just 12 of the 36 gaming stations set up at GameStop's social concept store, as the Fortnite tournament wound down for the night The Fortnite players had been entered into a raffle and could also rack up points by performing well in their respective matches in order to win V-bucks at the end of the night.

That night, the gaming stations in the back were almost entirely full with a wide age range of players, most of whom were participating in the event (though others were demoing titles such as Pokémon and Super Mario Maker 2). I visited this and three other concept stores (themed around retro games, pop culture, and a smaller version of the social store) at the invitation of GameStop last week, with my first stop occurring the evening of a regular 'Fortnite Friday' event at the larger social concept store. Instead, around half of the room is taken up by communal and interactive spaces, including a large table and chairs for tabletop gaming in the front (which that night hosted an ongoing game of Dungeons & Dragons), two couches and TVs for co-op gaming on either side wall, and a wide space in the back fitting a total of 36 gaming stations with large monitors and sleek gaming chairs at each spot. Though games, accessories, and toys are still present, they are no longer the main focus of the store. Gone are most of the crowded shelves packed with games, the busy posters and signage, and the walls and kiosks overflowing with collectibles. 3430, specifically, is an example of GameStop's social concept store, the largest of the four new store types. That's because that particular store is one of GameStop's 12 new concept stores, launched in the fall of last year across Tulsa and a few surrounding cities. Meaning the store is loud, bustling, and packed with people playing games. Friday, February 21 is (according to those working there) a fairly typical Friday night in Tulsa, Oklahoma GameStop store number 3430.

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