And remarkably, as things stand, it actually worked. Those with even a passing interest in the financial world will no doubt have clocked the drama around GameStop, investors tapping into the online forum Reddit, hedge funds and the sharemarket. So why is an obscure American videogame retailer creating such a buzz? Why are online communities of investors mobilising? And why are professional fund managers now looking over their shoulders? What is GameStop and why is everyone talking about it? GameStop is a chain of US videogame stores publicly listed on the New York Stock Exchange. They’re the parent company of the EB Games, which can be found in shopping centres and malls across Australia and New Zealand.