The news: Best Buy is leaning into gaming to appeal to a customer whose passion extends beyond tech and titles to the sense of community around gaming, Chief Revenue Officer Patrick McGinnis told CNBC.

The details: The retailer’s gaming initiatives include:

An online gaming hub: Best Buy on Tuesday launched a beta version of Best Buy Gamers, a platform developed with video game website IGN, that features reviews, articles, videos, and game trailers, as well as information on Best Buy-exclusive offers, sweepstakes, and experiences. Users can create profiles detailing their favorite platforms, devices, and playing preferences.

An in-store gaming experience: It is testing a gaming space at its Torrance, California, store where customers can play the latest titles and attend events co-hosted with IGN.

Midnight game launches: Nearly all Best Buy stores will open at midnight Eastern on November 5 for the release of “The Legend of Zelda: Ocarina of Time.” Stores will also sell limited quantities of the The Legend of Zelda 40th Anniversary Edition Switch 2 system, the game, and the Switch 2 Pro Controller.

Recommendations for retailers: Best Buy’s push into gaming is a savvy way to differentiate itself from competitors like Amazon and Costco. By building a community around gaming where customers can play and connect online and in person, and offering exclusive products such as RGB LED TVs, which it is the only national retailer selling, Best Buy is giving consumers compelling reasons to choose it beyond assortment.

Other retailers can take a page from Best Buy’s playbook by identifying what they can offer that competitors can’t easily match, whether that’s specialized expertise, exclusive products, or experiences that give shoppers a reason to visit. Those differentiators can help retailers build loyalty and capture more spending without having to compete on price alone.

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