GameStop is no more. It’s all over but for the crying.
I had strongly suspected that GameStop had become a very borderline operation in recent years. The fact that they declared themselves an “Essential Service” and kept their doors open during statewide lockdowns, pretty much proved that. In response, one state simply pulled its business license. GameStop has accepted reality and shuttered its stores. Presumably, they are hoping for either a buyer or a bailout at this point.
GameStop wouldn’t have pulled that stunt if they were a sound company but it was pretty obvious that they weren’t. But there was a time when they were the big dog of software.
GameStop started life as that Eighties mall icon Babbage’s.
Babbage’s filled a very genuine need. It was thee software store. And not just games. They carried everything from MS-DOS to Word Perfect to Harvard Graphics and of course Lotus 1-2-3. But yeah, the real reason Generation Xers wandered into Babbage’s, (on their endless mall circuits going from nowhere to nowhere), was to look over the latest games.
And then find out if one of your friends has a copy so you can pirate because “$120 bucks for a virgin copy?* Fuck that!
The silly name was a shout out to steampunk dream-boat Charles Babbage, the non-inventor of the computer. Although in fairness he came reasonably close and if Charles Babbage hadn’t had Charles Babbage’s personality he might have done it. There are designs of his smaller engines that have been completed and do, in fact, run.
As the name implies the store was meant to be a one-stop software shop. Now, that seems silly today but in the Eighties, software was brand new. While it feels natural to put business software in a business supply store today, back then it seemed just a little off to have Word Star next to the typewriter cartridges. Worse still the pimply-faced teenager behind the counter at Office Warehouse probably didn’t have the knowledge base to be of help to the bewildered World War II veteran, who knew he needed something “computery” to keep his business up with the times but didn’t know what.
Everybody was a beginner back then. No one knew who was going to end up on top. Radio Shack and Heath Zenith both looked to be good contenders for “king of the computer hill.” So trying to be everything to everybody on the software side was reasonable.
But the fact was that the aforementioned businessmen didn’t like to buy business-related stuff in malls. It just seemed odd to the Man in the Gray Flannel Suit crowd to be buying office equipment in a store located between Sam Goody and The Gap. Microsoft and Apple started drifting out of Babbage’s and Lotus Smart Suite followed them shortly thereafter, turning Babbage’s into a gaming software seller. This migration happened about the time that the console wars went nuclear, and Babbage’s quickly became the number one arms dealer.
A company that was named for a man with ties to the PC market began to feel a bit out of place in a world where most gaming was done on consoles and PC gaming software was the thing you only kept around for the niche market. In 1999 reality was faced and Babbage’s turned into GameStop.
For the next ten years, GameStop flourished as PC gaming software slid further and further toward oblivion. PC gamers became a bit of joke to the console crowd, “yes, oh Master Race, I admit your tech is superior, (*eye roll*) but I still want to play Halo.” By 2007 PCs only had about fifteen percent of the market left. While fifteen percent is big enough to be worth serving, the other eighty-five was clearly and obviously the lion’s share that needed the most attention. Console gaming was the way of the future. No one really questioned that.
The death of PC gaming was just around the corner and while a few old hands at GameStop felt a little sentimental about it’s passing the view was, times change and business is business.
And honestly, their business treated their customers like shit. GameStop’s moneymaker was the used game market and their profit margin was about as viciously overpriced as Blockbuster Video’s late fees. If you sold them back a AAA title they paid you next to nothing for it, then charged something for it that was pretty close to new. There was no negotiating. You were screwed if you did business with GameStop and everyone had to do business with Gamestop.
And then about ten years ago disaster struck.
The first of the Steam sales was launched and you could suddenly (and legally) buy AAA titles for the hilariously paltry sum of $5.00** a copy. At that time a used game from GameStop could run you thirty to forty dollars. But on Steam, those forty bucks could get you eight games. You could get everything you had been putting off buying and those games stayed in your library for-ev-er. And you didn’t have to stop playing a favorite because of console compatibility.
Compounding GameStop’s woes was the fact that the Steam Sales arrived at about the same time the hardware landscape started changing. PC gaming used to be prohibitively expensive because the computer itself was obsolete every eighteen months but the technological development wave finally crested and advancements started coming a lot more slowly. This meant that a five-year-old used computer was still viable for gaming with a new GPU and powersupply. If you had a little know-how; the total price was (maybe) $250. PC gaming was suddenly a lot cheaper than consoles.
Then came game rentals for the console crowd, which was less expensive than buying and selling used.
It wasn’t the end for GameStop, but it was the start of the slippery, all-downhill-from-here Blockbuster slope. Things were at best, sketchy for GameStop when Covid-19 hit the country like a freight train.
GameStop was in the unfortunate position of being a company whose once, highly profitable model had died and it couldn’t find a new one. They had already settled uncomfortably into “manage the decline” mode when the end arrived last Sunday.
And now GameStop can only be found in the mists of memory. When you had big hair and an ass that looked great in sprayed-on jeans. When synth music was playing in the mall and you’d just flirted with your best friend’s hot Mom on her way to the Jazzercise studio. Back when the biggest problem weighing down your mind was, do I get a couple of cassettes at Sam Goody, or do I splurge on that new Sierra release? It wasn’t a hard choice at all.
Babbage’s it was.
*$50 adjusted for inflation according to the all-knowing internet.
** Remember those days?
2 thoughts on “Your Popculture Daily Death Cart”
Can’t say I’ll miss them. Their in-store experience has sucked for a long time, unless you like spending 15 minutes getting upsold on junk whose only purpose is to boost GameStop’s profits.
People who make games probably won’t miss them either, since they don’t see a dime from the billions of profits they’ve made on used games over the years. Maybe now game and platform makers can focus their energy on making better games instead of tilting at that windmill.
I do feel bad for the genuinely passionate gamers who will be out of a job though. They do exist, and they’re fun to talk shop with when you find one.
For a time Babbages had rivals, anyone else remember Egghead Stores? But once you are the only game in town the situation is not good.
Blockbuster was extremely profitable for a while, even when they had no more national competition.
But once you control 100% of the market it’s not because your a genius, it’s because your industry is in bad shape.