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GameStop Corp. (GME), Microsoft Corporation (MSFT) Team Up For Retail Innovation

GameStop Corp. (NYSE:GME) and Microsoft Corporation (NASDAQ:MSFT) are teaming up for the former’s continued assault on improving its customers’ retail experience, a report from GameSpot reveals.

According to the publication’s Eddie Makuch, GameStop Corp. (NYSE:GME) has made Microsoft Corporation (NASDAQ:MSFT) a partner for its GameStop Technology Institute.

Because of the partnership, GameStop Corp. (NYSE:GME) will be using Microsoft Corporation (NASDAQ:MSFT) Azure platform, the same system that’s used on Xbox One’s cloud services.

GameStop Corp. (NYSE:GME), according to Makuch, will use Azure to stream video game and promotional content to mobile devices. What this means is that even if they are on smartphones or tablets, people using GameStop to buy products such as video games will have the ability to view video trailers and other promotional content, the report notes.

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However, the Microsoft Corporation (NASDAQ:MSFT) will not only affect the out-of-store experience of GameStop shoppers. Makuch said that Azure will also help GameStop be able to stream game trailers to displays in its stores and more efficiently checkout items for in-store shoppers using the mobile shopping cart service the company has.

Both companies also aim to make the shopping experience for customers more personalized. For example, shoppers who have previously shared their information such as their shopping history through the GameStop Technology Institute application will have a more personalized shopping experience, presumably through suggestions and other features, as GameStop uses Azure cloud technology.

Nontheless, Makuch said that the Azure partnership with Microsoft does not mean GameStop plans to resume streaming video games. It shut down its game streaming service last year.

Chuck Royce’s Royce & Associates owned about 2.91 million GameStop Corp. (NYSE:GME) shares by the end of last year’s third quarter. Also by the end of that quarter, David Abrams’ Abrams Capital Management Microsoft Corporation (NASDAQ:MSFT)