This week, our spotlight is firmly on GameStop Corp. (GME), the retailer stock that has once again plunged the markets into a period of intense, rapid volatility. The catalyst behind this latest surge of activity is none other than Keith Gill, the online personality known widely as “Roaring Kitty” on YouTube and X, and “DeepF***ingValue” on Reddit, who was a central figure in the stock’s original meme stock phenomenon back in 2021.
Gill signaled his return to the public stage starting Sunday, June 2nd. On Reddit, under his “DeepF***ingValue” handle, he posted for the first time in over three years, sharing a screenshot that appeared to depict a remarkably large position in GME. The screenshot suggested he held 5 million shares of GameStop stock and 120,000 call options with a $20 strike price expiring June 21st. Based on the May 31st closing price ($23.14), this reported stock position alone was valued at over $115 million. He followed this cryptic return on X (as Roaring Kitty) with an image of an UNO Reverse card, quickly gaining millions of views and igniting speculation among his followers. The excitement reached a fever pitch when he announced on June 7th that he would be holding his first YouTube livestream in over three years that very day at midday ET.
The market reaction to Gill’s reappearance was immediate and dramatic. Fuelled by his social media activity and the sheer scale of his reported stake, GME’s share price surged with “heart-stopping” speed. In less than two trading days, from the close on June 5th to the morning of June 7th, the stock climbed from approximately $32 to briefly trade above $60.
However, this rapid ascent met an equally swift reversal. On the morning of June 7th, GameStop unexpectedly released its first-quarter earnings report, four days earlier than previously scheduled. The results showed a significant decline in the company’s performance, with net sales dropping to $881.8 million from $1.24 billion in the same period last year. Adding to the negative news, GameStop also announced plans to sell an additional 30 million shares of its common stock.
The convergence of disappointing earnings, a planned share dilution, and the timing of Gill’s anticipated livestream triggered a sharp price correction. GME’s stock price, which had been trading around $45 in the pre-market following its earlier surge, immediately turned downwards. By the end of the trading day on June 7th, the stock had plummeted, closing down nearly 40%. As Gill’s livestream began, trading in GME was volatile enough to trigger multiple halts, including one just 25 minutes into the broadcast.
During his livestream, Gill discussed his views, expressing confidence in GameStop’s billionaire CEO, Ryan Cohen. However, he notably added that this confidence was largely “based on a feeling” rather than specific new insights into the business strategy. He acknowledged the company’s challenging situation, describing current efforts to “right-size” operations and cut costs to stabilize the traditional retail segment. “Everything right now is about the transformation,” Gill commented, highlighting the difficult ongoing shift the company is attempting to make.
The source of the initial excitement, the screenshot posted on Reddit, remains unconfirmed. It purported to show Gill’s substantial holding: 5 million shares bought at $21.27, valued over $115 million at the time, alongside the 120,000 call options ($20 strike, June 21st expiry), reportedly acquired for around $5.68 per contract.
Beyond the spectacle orchestrated by Keith Gill, GameStop itself currently lacks significant fundamental business-related catalysts. The company is still grappling with the immense challenge of transforming itself from a brick-and-mortar video game retailer into a viable online business. Investors largely continue to place their hopes on CEO Ryan Cohen’s ability to successfully reinvent the company, but the path forward appears uncertain and fraught with execution risk. This past week vividly demonstrated the volatile interplay between social media-driven hype and underlying corporate performance that defines trading in GME.
Riley Evans 
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