GameStop COO Paul Raines notes that Latino consumers are apparently quite important to the profitability
of the company. Speaking with Hispanic Market Weekly
, Raines reveals that the highest-volume stores in the company are those located along the US-Mexico border in Texas -- which has led to discussions of the chain expanding into Mexico.
GameStop isn't directly targeting the Latino community with Spanish-language ads and signage, so much as hiring bilingual associates. Raines states that of the company's 5000-plus stores
, between 600-800 are in areas where the Latino population is over 40 percent.