EWI Worldwide Designs Next Generation Gaming Retail Experience for Play N Trade

EWI Worldwide, a global, live communications company, unveils its new store design for Play N Trade, one of the world’s fastest growing video game retailers. 140-Store Roll-out planned for 2009, 750 over five years.

Foothill Ranch, CA, April 14, 2009 --(PR.com)-- EWI Worldwide, a global, live communications company, unveiled last week its new store design for Play N Trade, one of the world’s fastest growing video game retailers. Developed by the company’s Interior Works service group, the store represents the next generation retail experience for the gaming industry, featuring an engaging interactive environment, exclusive Player’s Club area, intuitive way-finding and improved category management.

“We believe that our experience-based store design raises the bar for our industry, and will set new standards in gaming retail,” says Larry Plotnick, chief executive officer, Play N Trade. The company plans to launch its first prototype store in Chicago, this month, and roll out a total of 140 stores by the end of this year. By 2013, Plotnick projects 750 showrooms nationwide, tripling the number currently in operation.

Driving its design development, EWI Worldwide conducted extensive field research in multiple video game retail venues and launched a multi-market study which engaged four different segments of consumers (male and female 17-25, male 25-40 and parents of kids 8-15). By using observational, survey and consumer ideation methodologies, the research provided insight into the minds of today’s gamers, leading to design solutions that balance and meet the needs of new video game shoppers, as well as Play N Trade franchise owners and managers.

“Although the profile of gamers has changed in the last few years, we discovered through our research that the retail venues have not. Until now,” says Ric Sorgel, vice president, client services, Interior Works. “Social gaming was a common theme that surfaced, leading us to introduce the Players Club area for tournaments and parties.”

Play N Trade, which is known for its unique try-before-you-buy concept, is ranked #4 in the "Top 100 New Franchises" by Franchise Market Magazine and recognized by Entrepreneur Magazine and Orange County Business Journal as one of the fastest growing, privately-owned companies in the United States.

About EWI Worldwide
EWI Worldwide is a global, live communications company that connects people to brands at every face-to-face touch point. From creative development to final product, the company helps customers tell their story and deliver real results. EWI Worldwide consists of three specialized service groups, each offering its own unique capabilities and resources: Exhibit Works, Interior Works and Studio Creative.

Boasting nearly 30 years of experience, EWI Worldwide supports a diverse group of clients across multiple industries. The company has offices in Atlanta, Chicago, Detroit, Los Angeles, Milwaukee, Winston-Salem and Shanghai and resource partners worldwide. For more information, visit www.ewiworldwide.com.

EWI Worldwide
Angela Heiple