GameStop Has Long-Term Plans for Short-Range Beacons

Since November 2014, video game retailer GameStop has been testing a new system that helps bring promotional content and information to customers' smartphones, using Gimbal's Bluetooth Low Energy (BLE) beacons at 36 of its stores in Austin, Texas. The game company is now beginning to assess the results of that trial, in order to determine how favorably customers at those locations respond to the beacon-based system, as well as whether it leads to increased sales. The firm then intends to consider the next U.S. region in which it will trial the technology, to verify those results. The system allows consumers to access information about the video games being offered in the specific section of the store in which they are shopping.