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They should try and switch they business model. Going after the videogame market when it moves more and more to digital just won't and can't work.

Instead, they should focus on all the stuff you can't get digitally: promotion material, feelies, merch, and so on. Additionally, I would suggest them turning their shops more into retrogaming stores where you can get old consoles and videogames. And no, I don't mean something like an used PS4 (though one could still take those, especially for later on), more like an used SNES or Dreamcast and games from those consoles.

That doesn't mean that they shouldn't sell modern consoles anymore - just stop focusing on the modern and go for the retro.