Best Buy vs Currys

Best Buy Launches Gamers Hub Pilot with In-Store Experience

Best Buy is piloting a new digital hub called Best Buy Gamers, aimed at gaming enthusiasts. The hub features gaming content, reviews, videos, deals, preorders, giveaways, and experiences, brought together in collaboration with IGN. As part of the initial phase, the retailer will also open a dedicated in-store gaming experience at its Torrance, California location in November, where shoppers can play the latest titles and attend events with IGN. The move is part of Best Buy's broader expansion beyond traditional retail into ancillary businesses like advertising and retail media. Incoming CEO Jason Bonfig has emphasized this strategic shift. The retailer is also extending its online reach through initiatives like a TikTok Shop store and partnerships with OpenAI and Google's Universal Commerce Protocol for AI-driven product discovery.

• Best Buy is piloting Best Buy Gamers, a digital hub for gaming content, deals, and experiences.
• The hub is launched in partnership with IGN, including exclusive content.
• Best Buy will open an in-store gaming experience in Torrance, California, in November.

What’s shaping the holiday season on TikTok Shop

TikTok Shop is preparing for its biggest holiday season yet, with the Black Friday and Cyber Monday campaign running from November 11 to November 30, starting a day earlier than last year. For the first time, major retailers like Best Buy, Ulta Beauty, and Sephora will be selling on the platform, alongside viral brands such as Beachwaver and Old Navy. The campaign brings shoppers, brands, and creators together for one of the year's biggest shopping moments, offering products, livestreams, and an expanded social commerce experience to capture a larger share of holiday shopping.

• TikTok Shop U.S. Black Friday and Cyber Monday campaign runs from Nov. 11 to Nov. 30, starting a day earlier than last year.
• First time Best Buy, Ulta Beauty, and Sephora will sell on TikTok Shop.
• Sellers include viral brands like Beachwaver and Old Navy.

Best Buy and IGN Launch Gaming Content Partnership

Best Buy has partnered with gaming media outlet IGN to launch 'Best Buy Gamers', a new online portal currently in beta. The portal will feature reviews, articles, trailers, videos, and other exclusive content provided by IGN, along with Best Buy's product information and events. Additionally, Best Buy's advertising arm, Best Buy Ads, will sell media placements within the gaming initiative's digital experience. The partnership is timed ahead of major holiday gaming releases such as the remake of 'The Legend of Zelda: Ocarina of Time' and 'Grand Theft Auto VI'. This collaboration aims to enhance gaming content on both platforms and expand Best Buy's commerce media offerings.

• Best Buy and IGN have formed a partnership to expand gaming content.
• Best Buy launched a new online portal called 'Best Buy Gamers', currently in beta.
• IGN will provide reviews, articles, and videos for the Best Buy portal.

Black Friday Ads Should Work Everywhere

A new study by Parallel, a digital-twin activation platform, reveals that a significant portion of YouTube content is a poor fit for major UK Black Friday ads. Testing seven ads from brands like Currys, O2, and Ralph Lauren against 300 pieces of content using simulated customer panels, the report found that one-third to half of the content failed to resonate. The study emphasizes that contextual categories are unreliable predictors of ad resonance, and that high-performing content is often shared among competing advertisers. Parallel recommends focusing on customer need states and identifying content where an ad has a competitive advantage to optimize media buying during peak shopping periods.

• Parallel's study tested seven UK Black Friday ads against 300 YouTube content pieces.
• A third to half of content scored below 5/10 for each ad.
• Contextual category was a poor predictor of ad resonance.

Currys appoints Caroline Hirst as Chief People Officer

Currys appoints Caroline Hirst as Chief People Officer. Also: Currys scales up digital inclusion programme in Portsmouth and Gosport; Currys AGM Trading Update 2026-27; Currys named an FT Climate Leader for the fourth year; Currys on the hunt for 300 delivery drivers and assistants as it triples number of apprenticeships.

Currys appoints Caroline Hirst as Chief People Officer

Currys appoints Caroline Hirst as Chief People Officer. Also: Currys scales up digital inclusion programme in Portsmouth and Gosport; AGM Trading Update 2026-27; named FT Climate Leader for fourth year; hiring 300 delivery drivers and tripling apprenticeships.