GameStop Corp., the world’s largest video game and entertainment software retailer, has named The Marketing Arm as its promotions agency of record.

The work includes developing fully integrated promotional events, including in-store experiences and merchandising, managing direct and partner marketing and wireless and interactive promotions. The agency will also develop content for GameStop TV, the retailer’s in-store TV network that features promotional footage and exclusive content.

Nowell Upham, executive vice president of The Marketing Arm is heading the GameStop account.

First work is expected to break toward the end of the summer when the agency kicks off events and promotions around the launch of next “Guitar Hero” and “Call Of Duty” video game titles, Upham said.

“The Marketing Arm’s experience in creating programs that genuinely engage consumers, along with the agency’s energy and entrepreneurial spirit make it a good fit for GameStop,” said Mike Hogan, senior vice president of marketing, GameStop, in a statement.

Dallas-based marketing consultant Janet Bustin managed the agency search for GameStop, which is based in Grapevine, TX. The review includes multiple agencies.

The Marketing Arm’s efforts will complement and extend the work of GameStop’s marketing agency of record, The Richards Group.

GameStop operates 5,453 retail stores in 16 countries. The company also operates two e-commerce sites, GameStop.com and EBgames.com, and publishes Game Informer magazine.

The Marketing Arm, part of the Ominicom Group Inc., includes five brands: Davie Brown Entertainment, Millsport, Usmp, Wave, and ipsh. The agency is based in Dallas with offices in Los Angeles, New York, San Francisco, Chicago, Charlotte, Darien, CT and Bentonville, AK.

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