GameStop Corp. announced on July 28 that Canadian stores of its subsidiary EB Games will take the retailers brand name by the end of this year.
GameStop, which is based in Texas, acquired EB Games' owner Electronic Boutique Holdings Corp in 2005 for more than $1 billion.
On the name change, GameStop says, "This decision follows our receipt of feedback from our valued customers and stockholders."
More recently, the company has been looking to shift its focus from brick-and-mortar sales towards e-commerce and Ryan Cohen joined the board in January 2021 with a plan to revive stores and boost online sales.
According to its LinkedIn page, EB Games/GameStop has over 4,000 stores throughout Canada, the United States, and 17 other countries.
July 30 Update: For those who use The EDGE program at EB Games, the company stated in a re-brand FAQ that "There will be no changes to The EDGE program at this time". The company also states that their store policies, including their return policy will remain the same as they've been "created specifically for the Canadian customer".