The rise in popularity of casual gaming has led executives at GameStop, the leading US games retailer, to adjust its in store and marketing strategies.

The changes are designed to better attract and accommodate those outside hardcore gaming circles.

One of the first key implementations will be the addition two new display sections in each of its nearly 5000 stores, filled with music games and child/family targeted titles.

“There is a real breadth of properties now appealing to a much broader audience than we’ve seen before,” Daniel DeMatteo, vice chairman and chief operating officer of GameStop told the New York Times. “Honestly, we are having to retool the way we think of things in our stores in terms of merchandising, layout and also customer service because it is no longer only the hardcore gamer walking in who knows exactly what he wants.”