GameStop Shakes up the Gaming Scene with CANDY CON Personalized Controllers

Apr. 08, 2024

GameStop is set to revolutionize the gaming controller market with the launch of CANDY CON, a ground-breaking range of customizable controllers in vibrant colors and patterns.

CANDY CON adds to the fun of gaming by allowing players to mix and match the parts of their gaming controllers and customize them in irresistible shades. The controllers have switchable accessories that bring the fun of a pick ’n mix candy store to the gaming controller. Gamers pick up a base unit and choose the color and style of the face plates, thumb sticks and directional pads, and simply click them together.

Global branding agency, BRANDED, in partnership with its creative team WMH&I, devised the name, brand identity and packaging for CANDY CON. The agency also created the launch campaign across print, social media, digital and in-store with the tagline “CREATE. PLAY. REPEAT.”

GameStop, the world’s largest gaming retailer, briefed BRANDED to build a new gaming accessories brand to make gaming even more fun. The agency developed the branding by taking inspiration from the pick ’n’ mix offer of a candy store, where you can mix and match your sweets choices. The branding seeks to replicate the colors and fun of the pick ‘n’ mix fixture.

Most gamers use expensive first-party game controllers provided by their consoles as their primary controller, as it is optimized for their system. But cost-conscious gamers are looking for additional high-quality controllers to use with friends and family.

CANDY CON offers a customizable, affordable, and easy-to-use option that allows gamers to reflect their personal style. The ground-breaking CANDY CON controller will initially be available for Nintendo Switch and PC gaming.

The launch of CANDY CON highlights GameStop’s forward-thinking approach to spotting a genuine gap in the market and offering a new, distinctive brand to strengthen their position as the world’s largest gaming retailer, while pioneering innovation.

But value isn’t only found in the product or service. 25% of product purchasing decisions are driven by cultural relevance (MAGNA IPG Media Lab), and cultural storytelling builds real connections with consumers. CANDY CON demonstrates GameStop’s commitment to enhancing the gaming experience and to offering gamers an affordable way to express themselves with a controller styled to their cultural tastes. 

George Essex, Senior Vice President at BRANDED, said:

“The launch of CANDY CON shows how GameStop tapped into new opportunities by creating a distinctive brand to strengthen its position in the market and increase sales. Retail brand distinctiveness is so important to stand-out in today's competition, and CANDY CON shows how a retailer can step beyond private label, and become a brand owner, creating their own quality brand as experts in the industry.” 

 

Alex Jones, Director Private Brand at GameStop, said: 

"Working with BRANDED, and its creative team WMH&I, has been instrumental in our journey to identify and capitalize on a clear market opportunity. With CANDY CON, we're not just offering another gaming accessory, we're behaving like brand owners, delivering a distinctive and alternative brand experience. Our collaboration with BRANDED has empowered us to create a product that stands out in the market, driven by best-in-class product quality and a commitment to personalization and fun".