GameStop strikes multiyear deal with Microsoft for cloud, Surface, and Xbox All Access

Microsoft logo
Microsoft logo (Image credit: Daniel Rubino / Windows Central)

What you need to know

  • GameStop and Microsoft today entered into a multiyear partnership.
  • The deal makes Microsoft's cloud services the backbone of GameStop's back-end and in-store solutions.
  • Store reps will also begin using Surface devices, and Xbox All Access will be offered at GameStop stores.

Microsoft and GameStop announced today that the pair have entered into a "multiyear strategic partnership" (opens in new tab) that will make Microsoft's cloud tech the backbone of GameStop's business operations. The partnership also touches on the tech and apps that store associates use, including Surface devices and Microsoft 365 services.

According to a press release issued by both companies, GameStop will now rely on Dynamics 365 to power its "back-end and in-store solutions." "This will enable store associates the ability to access omni-channel insights about customer preferences and purchasing history, real time information on product availability, subscriptions, pricing, and promotions in order to provide a differentiated and personalized in-store customer experience," GameStop says.

Here's a look at the rest of what the deal entails:

  • Additionally, associates will be equipped with new Microsoft Surface devices that will transform the in-store experience and help unlock new retail experiences in the future. The mobility of Microsoft Surface will allow associates to move freely within the store footprint, meeting the needs of customers faster and more efficiently. Microsoft Surface devices have already been an important part of the digital modernization strategy for store management.
  • As part of its transformation, GameStop plans to roll out Microsoft 365 and Microsoft Teams to its stores, empowering more than 30,000 store associates with enhanced productivity and collaboration tools. With Teams, store associates will more easily be able to ask questions and share insights with one another, enabling them to provide a better customer experience. Associates will also benefit from enhanced security and identify management capabilities.
  • Following decades as an essential provider of the Microsoft Xbox gaming platform and services, GameStop has expanded its Xbox family of product offerings to include Xbox All Access, which provides an Xbox console and 24 months of Xbox Game Pass Ultimate to players with no upfront cost. GameStop and Microsoft will both benefit from the customer acquisition and lifetime revenue value of each gamer brought into the Xbox ecosystem.

The deal is largely another win for Microsoft's cloud business, which has enjoyed rapid growth with several high-profile partnerships in recent years. Some of the company's biggest partners include Pepsi, Adobe, and GE.

Dan Thorp-Lancaster is the former Editor-in-Chief of Windows Central. He began working with Windows Central, Android Central, and iMore as a news writer in 2014 and is obsessed with tech of all sorts. You can follow Dan on Twitter @DthorpL and Instagram @heyitsdtl

7 Comments
  • The money just keeps on rolling in for MS😎
  • And rolling out, too.
    You've got to spend money to make money.
    They probably won't make too much more than without it but GAMESTOP survival is at risk and helping them survive provides some added value by giving gamers a place to check out the hardware and apply for All Access.
  • Well obviously......but I think Microsoft being a multi-billion dollar company knows what they're getting into. Amazon's new game streaming service, Luna, which is a competitor of xcloud is running on Windows. Money rolling in. Win win situation for Microsoft
  • Now if GameStop can stop losing money and closing stores...
  • Would it be beneficial to all parties to have Microsoft buy GameStop? Now that Microsoft Stores are closed, Microsoft needs a brick and mortar retail presence and maybe GameStop could fill that need.
  • It might not be the worst idea, but I’d wait until Gamestop is about to go into Chapter 11, which shouldn’t be too far away. I’d only consider it for pennies on the dollar.
  • I agree that Microsoft needs a brick and mortar presence, as Surface Complete was only useful if you had a physical location nearby, but I think Gamestop isn't the best place to do so. Gamestop locations are small and barely have enough room to display their existing merchandise. Plus a fair amount of retail employees hate Microsoft.