GameStop teams with Microsoft for interactive Azure content

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Retailer GameStop will use Microsoft's Azure cloud computing network to power a number of new interactive content offerings.

Primarily Azure will be used as a streaming platform to deliver videos and the like to customers and staff. This content will also be pushed to those who have agreed to receive marketing information from the company.

Azure will also power the streaming of 4K trailers in-store and power some kind of digital in-store mobile shopping cart.

The initiatives are credited to GameStop's Technology Institute.

Microsoft has always been a fantastic and innovative company for GameStop to collaborate with, both in the technology space as well as with their video game consoles and titles,” senior vice president of GameStop Technology Institute Jeff Donaldson said.

We are continuing to work closely with them to discover and aggressively elevate ways to enhance the retail experience for our customers today and in the future.”

Microsoft's general manager of Worldwide Retail, Consumer Goods, Hospitality and Travel Tracy Issel added: Our collaboration with GameStop shows the types of things that are possible when Azure is used to enhance consumer engagement.

GameStop is utilizing our cloud computing technology in their brick-and-mortar stores in new exciting ways, and demonstrating the type of retail technology applications we can build on Azure moving forward."

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