With
Jeffrey W. Griffiths ’73, president & CEO,
Electronics
Boutique
What is Electronics Boutique?
“Electronics Boutique is one of the world’s leading specialty retailers of video game hardware and software, PC entertainment software and accessories. We’re the retail destination of choice for discerning gamers around the globe. This year the analyst forecast for EB is to do about $1.6 billion in revenue. We currently have 1,350 stores and are now in 10 countries.”
How did you get your start with the company?
“ In 1984 I was hired as a senior merchant. It was a chain of small specialty stores…very hot at the time. There were 34 stores that brought in about $13 million in revenue. We sold small electronics, video games and novelty items. Then we made the decision to just focus on games and the category has since grown into a $20 billion business.”
How has the video game industry changed over the years?
“ When video games were first introduced 20 years ago, players were much younger, six to 12 years old. It was considered more of a toy. However, that group continued to play as they got older and technology has gotten so much better. Developers have created a better product that appeals to older players. I predict that 10 years from now the 35-year-olds who are playing now will still be playing.”
What’s the hottest video game right now?
“ The top sellers are constantly changing. There are over 2,000 new games released every year, so because the product mix is constantly changing, they have a short shelf life. But John Madden Football is the hottest game right now.”
Who is your average customer?
“ Our target market is teens and adult males. Our customers are the more passionate gamers. Because we’re a specialty store we focus more on micromanaging the business, more so than a Walmart would. That’s the advantage of a specialty store.”
Some people are concerned about the violent content of games. How does this affect your company?
“ Ten years ago the violent content of some games started to become an issue. There was no control then. The industry has since developed a ratings system similar to movie ratings. At EB, it’s our responsibility to educate consumers. If parents come into the store we’ll help them make a better, more informed decision.”
Where is the video game industry going?
“ Well, it’s currently bigger than the movie industry and will probably surpass the music industry within the next few years.”
What have you enjoyed most about your job?
“ The strategic planning. I’ve really enjoyed helping build EB into a global retail company."