Target's New Game Room Concept Opens in San Francisco

The future of gaming retail may come from an unexpected source: Target.

While GameStop quietly tests new store concepts in and around its Tulsa, Oklahoma market and PlayLive Nation continues opening new store locations, Target stealthily converted its San Francisco Open House location into a new gaming experience.

Following a two-month renovation period, Target Open House reopened as Game Room earlier this month. The spacious store located at 115 4th St. in San Francisco is touted as “A Play Space for Tomorrow’s Gamer.”

“We aren’t just showing you tomorrow’s gaming,” says a statement on the Open House website. “We hand you a controller and invite you to take it for a spin. In our Game Room, gamers of all skill levels can find new tools to double-jump into an exciting gaming future.”

The experiential retail concept includes hands-on demo stations for PC and console games including Xbox One, Playstation 4, and Nintendo Switch; streaming on Mixer; and places for guests to explore Apple Arcade and Google Stadia. Additionally, visitors can check out the latest hardware and accessories and shop in-store.

For the past few years, Target has used its Open House location as an incubator to test and develop new ideas and concepts. With new systems on the horizon, the game industry is looking for a boost following several quarters of decline. The right retail environment just may help move the needle back in a positive direction.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

Target’s New Game Room Concept Opens in San Francisco

About the author

James Zahn