Gamefly:

• Wide variety of games for rent or purchase
• Aesthetically pleasing website home page
• Focus on visual effects on homepage 
• homepage captivates the viewer and influences the viewer to subscribe/buy games

Gamestop: 

• Wide variety of game for purchase
• Less appealing website home page
• More textual descriptions have less influence on the consumer 
• Format is similar to gamefly but has a serious lack of visual effects

Gamefly serves the consumer the same ways Gamestop does but it also allows subscribers to purchase games as well.  Also, the format and the amount of visual detail such as, the gameplay playing in the background, in Gamefly's homepage influences the consumer to buy/rent from them rather than Gamestop. Both offer buying/trading games but Gamefly gives a much better deal than Gamestop.  Overall, if Gamestop were to try to match the visual appeal that Gamefly has then Gamestop may be able to top Gamefly.  The pricing is pretty competitive and relatively the same between both sites.