How are they saving it?
GameStop, AFAIK, is a dead-end strip-mall based retailer who, much like Blockbuster, has failed to adapt to changes in the last few years. They've lost something like a billion dollars and nothing is looking up for them as far as their actual business goes. Gamestop likely doesn't have a plan for revitalization unless that involves liquidation or getting bought out. I expect they're utterly blindsided by these recent events-- they've been very quiet about it. Gamestop surely knows this won't end well for them.
Is there a place for GameStop-like retail in dying suburban strip-malls? Sure. Are they a growth industry? nope! The Hedge-fund guys are ultimately "correct" that GameStop has no future. I just hope that all the reddit kids who bought this stock are fully aware that the last ones holding the bag are going to lose money, but I feel nothing but elation at the hedge funds losing a ton of money over something so ridiculous.
Are those losses occurring? Or is WSB just being self-congratulatory about how much of their own money they're throwing away, and being ignored by the people they're supposedly hurting?
(I genuinely don't know; it's hard to tell from the reporting. Nor am I an expert. I could imagine that some hedge fund is getting margin calls forcing them to cover shorts that would seem to be shaky. If that's the case, I could imagine those rules getting rewritten.)
The insane stock price we're seeing now is in anticipation of a short squeeze, but folks who took the bet before January seemed to mostly agree that the share price belonged somewhere around $30 regardless of the insane shorts. There was hope of a short squeeze being possible, but the downside was considered minimal with the thesis that GME was fundamentally undervalued regardless.
https://www.forbes.com/sites/joanverdon/2021/01/11/can-ryan-...
A large portion of their profit came from buying used game discs and reselling at a healthy markup. Digital distribution was already hurting that in a major way and COVID is only accelerating the decline of physical media.
Their plan has been the same as several other desperate mall-based stores like barnes and noble: keep the core product to draw people in, but pack the shelves with cheap high-margin "lifestyle" items like t-shirts and toys. I predict in 5 years they will be a corpse that's been picked clean by venture capital, existing as nothing more than a brand that can be slapped on some online game store.