Feature – Next Level Games:

Posted by ASandoval on December 15, 2009 under Games | Be the First to Comment

When GameStop bought out its competitor, Electronics Boutique, back in October of 2005, many figured GameStop’s reign over the competition had been complete. In many ways, they were right: former EB locations suddenly became GameStops, leading to what some would call an over saturation of stores. Many malls, including South Jersey’s own Deptford Mall now contain two GameStops as a result of the merger. Even in my own home area of Blackwood, along Blackwood-Clementon Rd., live two GameStops in two separate plazas not even a minute drive away from each other. But along with these local highlights of capital dominance, the street is home to a local underdog as well; a store that carries a modern product using the virtues of American small business.

Next Level Games is a video game store, much like its big box retail competitor. Their business model is not too different either; Although there is a modest selection of new games, the vast majority of the selection is used games being sold at a lower price than one would by used. The stark difference however, is that many of the games are for older systems. This is the crux of Next Level’s business.

“There’s a pretty good crowd of enthusiastic game supporters around the area,” says Nick Milicia, owner of Next Level. “Having a store like this locally keeps them interested. It gives them a community, and its easier than buying online.” Indeed, items in stock include more than just games you would find at an average garage sale. Many rare and highly sought after titles that only come online once in a blue moon are sold behind cases in the store. These are titles that not only give the store a unique charm from a corporation like GameStop, but make it a local hotspot for enthusiasts of the hobby.

A dedicated fan base does not make for sales, however. “As a business, we do ok,” Nick says, “The best you can do is keep up with the competition, compete with the prices . . . and try not to sell at a loss.” And what can you do? Prior to GameStop, there were only ha hand full of chains and even less passion businesses like Next Level. Finding any place that exclusively sold games was seen almost as a paradise amongst gamers. Now that a big business not only exists but is readily available, it becomes even harder for a small business such as this one to find a market if they innately know where to go.

Does that make this a story of the local mom and pop under dog fighting against the mega conglomerate? Maybe, maybe not. Instead of focusing on having an alternative, maybe it would be more pertinent to see it as something else entirely. Says Nick “Many of the regulars don’t come here for what they can get at other places. They buy older games, round out their collections, find unique items that aren’t easily obtainable…” In this way, Next Level can be seen as something of an extension; a place for a particular niche.

And without the advent of the internet, such a place would be considered buried treasure amongst the locals. With the use of social networking sites such as Youtube, Twitter and Myspace, Nick is trying to spread the word not just about his store, but the inventory as well. Youtube contains a video tour of the inside contents, whilst the Twitter regularly updates telling people about new items that have been recently traded in, or current promotions being offered.

So maybe an independently owned game store will never see the numbers of a place like GameStop, but that’s also not the point. Next Level for gamers is like that bar on the other side of town that only you and your closest friends know about; the best kept secret in your little town where you can meet with people you relate to and share a common interest. And hey, find a game or two you haven’t played in a long time, too.

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Next Level Video Games