Éxito stores has been a benchmark in the retail category in Colombia for 74 years with a 27% market share at the end of 2022. Although having a variety of products allows frequent purchases of food, this same factor has distanced the brand from being a shopping destination for technology and gaming due to the lack of credibility with the gamer audience added too the high costs of the products.

The communication of this category is focused on massive audiences where the great promotions are for household appliances, but not for gaming items because it is considered a very little audience.

This category projects earnings of USD 51 million in Colombia, so the challenge was to achieve that gamers consider us as a destination for the purchase of gaming and technology items in a short term, moving sales from socioeconomic level 2 and 3, which means people with lower incomes.

We know that most gamers don't have the money to buy the gaming stuff they want. But there is one thing gamers do have in spadres: gaming skills. That’s why we created a new payment method where gamers no longer have to pay with money, because now they can pay by overcoming specific challenges in the most famous video games facing our new cashiers: professional gamers.

Exito stores, a retailer with a high knowledge about Colombians understood that there are hobbies that can be done with little investments, which is the complete opposite of gaming.

On average, a gamer who wants to start playing online will need a computer with at least 16 RAM, a video card and a good source of cooling, which could represent $1,256 USD in a country where the minimum wage is $250 USD, all of these without thinking about gadgets to improve the experience which would give us an average of $1,750 to $2,000 USD.

This is a reality that is exacerbated if we consider that all these items are imported and the Colombian local money is within the most devalued currencies in the region.

The strategy was to go beyond money and give value to something that a true fan of videogames has plenty of: gaming skills.

We built cash registers exclusively designed for our new cashiers: professional gamers.

Being there, the gamers who wanted to pay with their gaming skills just had to look for the products marked with a Gamepay sticker, take them to these payment points and overcome the challenge against our new cashiers to be able to pay and get the items away.

To make this payment method profitable for the business, we took advantage of the fact that our business partners provide us with hundreds of demo products, which we turn into items that gamers can pay for with their gaming skills.

To this day, Gamepay continues to be carried out in the 4 great moments of the brand's promotions in different cities of the country, all with the objective of continuing to retain a gamer audience that previously didn’t see us as a shopping destination.

Sales growth of 63% vs. the same period of the previous year in the gaming category.

Average daily sales of the category increased 58%

More than 39,000 people have used Gamepay

More than 10,000 products have been paid with gaming skills so far... for now.