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GameStop, AT&T Partner On High-Speed In-Store Mobile

Grapevine, Texas — GameStop, which sells AT&T’s mobile services through nearly 300 specialty stores, is expanding its relationship with the wireless carrier.

The partners are working on bringing ultra-high bandwidth to GameStop locations to enable customers to access video game trailers, special discounts and other digital promotional materials through their mobile devices.

AT&T will initially add high-speed business fiber to 36 test stores in Austin and College Station, Texas, where offers of rich video game content will be presented on store shelves and in “product communication zones.”

The program is being spearheaded by the retailer’s technical support unit —GameStop Technology Institute, or GTI — and AT&T’s network services group.

GameStop said the broadband upgrades will “drive one-on-one customer engagement through the delivery of relevant gaming content to [customers’] smart devices.”

Its aim, it said, is to produce “positive customer experiences” that will “accelerate the pace of change within the retail industry.”

The move reflects GameStop’s efforts to prepare itself for an expected shift from packaged to digitally delivered gaming software.

The company has also been diversifying into mobile with the recent acquisitions of the 33-store Simply Mac chain and Spring Mobile, which operates 238 AT&T-branded post-paid wireless stores. GameStop also owns 48 Cricket Wireless stores selling the AT&T prepaid service, and will begin carrying Cricket phones and plans at 2,800 of its 4,200 U.S. GameStop stores this month.