GameStop is a privately held company based in the United States. They specialize in the sale of video games and video game systems. Their big draws are midnight releases of games and selling used games (at near new prices, sometimes, with only a five dollar difference in price for certain games that are still considered popular). GameStop has a strong presence in the niche of electronic home entertainment selling, buying, and trade-ins of new and used video game systems and accessories GameStop also offer a rewards program to its customer that provides them with more incentives to encourage customers to trade in used games and electronics, which GameStop makes more money off of when they resell compared to new merchandise. There is not a lot of specific information available for GameStop. The primary fixed costs of GameStop are probably just rent they pay to the property owners where their stores are located. The primary variable costs include employee wages, utilities, and the costs of the products they sell (including goods bought from customers and trade-in values), which vary with demand and expected demand. Variable cost are probably the most important factor in the company’s performance. A new game can go from sixty dollars down to thirty dollars in just a few months after its release if there is not a high demand for it, whereas a more popular game may maintain a fifty or sixty dollar price tag for a year or two if the demand for it is high. This correlates directly to the elasticity in this market. For big name franchises such as Call of Duty there are dedicated fan bases who will buy whatever bears the name of their favorite series. These sorts of franchises also sell premium bundles that will sometimes include collectibles and the like that can retail for far more than the game typically costs. “21% of gamers said the price was the most important factor in their decision to purchase a computer or video game” (ESA, 2014). For games that are not as big or well-known people may not be willing to pay as much or follow certain publishers. Sales are great for those publishers that know how to give their consumers what they demand and poor for publishers who do not. This effects the retailers directly in the same manner as they are only as good as the products they sell, which are the games that are made. The ESA states that twenty-one percent of video game consumers claim price as the most important determinant Video game retailers compete in a monopolistic market structure. The barriers to entry are low and diff