Target Quietly Opens Concept Store For the Future of Gaming

Target quietly soft-launched a new concept store in downtown San Francisco a few days ago: The Game Room lets people try out Magic Leap and Oculus Quest headsets, gaming PCs and mobile gaming rigs. It’s an obvious play to make Target look hip to San Francisco’s tech-savvy clientele, but it’s also indicative of bigger industry changes. From a report: Missing from the store are the typical gaming fodder you’d find in your neighborhood Target. No physical discs or accessories for current-generation consoles. Instead, the Game Room is all about the future of gaming, from phones hooked up to Google’s cloud gaming service Stadia to a corner that explains Apple Arcade and Google Play Pass to multiple VR/AR areas. You can buy some, but not all, of the items on display. (Target doesn’t currently sell the Magic Leap headset, for instance.) The store is largely a test of how Target can capitalize on the growing interest in gaming even as the huge amount of money being spent by gamers is increasingly on digital goods and services not sold in stores. It also shows what a big retailer like Target considers the cool fun new thing right now. Until recently the space housed the Target Open House: a display-room for the Internet of Things, which first opened in 2015, to show off products like smart speakers and connected doorbells. It was meant to be a splashy, experiment space to demonstrate how a smart home actually works, back when that seemed exciting.