GameStop wants to "restore the balance between physical and digital commerce"

GameStop has teamed up with IBM to launch what it calls the GameStop Technology Institute.

Revealed via an incredibly wordy press release, the aim appears to be investigating ways of closer integrating its physical and online retail offerings. It will use the conclusions of its investigations to change the way it sells people games. We think.

Part of the plan certainly involves integrating IBM’s BlueMix cloud platform to into its current store systems creating a hybrid cloud environment that will allow GameStop to add greater context around both in-store and online customer interactions”.

If you fancy seeing if you can extract further meaning from GameStop’s 871 words on the subject then take a look at the official press release here.

Now more than ever, GameStop’s internal rate of change must continue to exceed the rate of change occurring within the retail environments in which we compete,” CEO Paul Raines said in what very nearly equates to plain English.

The launch of GTI represents GameStop’s commitment to cultivate innovation within the retail industry, as well as lead the charge in discovering new technology advancements to drive positive customer experiences.”

We’d love it if GTI could also lead the charge in discovering new technology advancements to drive positive news room experiences.