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EB Games Stores to be Rebranded as GameStop in Canada

EB Games Stores to be Rebranded as GameStop in Canada

By Ambia Staley

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".

39 Comments

    • Hope the points memberships and credits are intact.
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  • jm1
    • Yes, it's overdue, but with the challenges the industry faces (digital vs. physical copies of games, shortage of consoles to sell) and the fact they're pretty much just a Funko shop now, I'll say they have lots of other things to work on besides a name change.
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    • This rebrand will probably be used to shut down more underperforming stores.
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    • TIL Gamestop owns EBGames
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    • so, those funko pop with the unique ebgames stickers are now more collectible?? lol
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    • We shouldn't be "finally"ing this.

      I guarantee you they're going to use this to align with everything in the US - the PowerUp Rewards program, their used pricing system, and their trade-in system.

      All of them are significantly inferior to what we have here.
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    • death_hawk wrote: TIL Gamestop owns EBGames
      GameStop is huge internationally. I was pretty surprised at their presence around the world. It is no surprise their $#'s were not great. They can definitely cut a LOT of expenses by closing stores (which they have. Over 1k stores over the last year, I think).
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    • jacnel wrote: This rebrand will probably be used to shut down more underperforming stores.
      They shouldn't need a rebranding to shut down underperforming stores.

      They should just shut them down.
    • Report Post
    • GhostBusters wrote: They shouldn't need a rebranding to shut down underperforming stores.

      They should just shut them down.
      It's a lot easier to present paying to break your lease as a valid option if the other option is spending like $100k to totally redo the store and the outside signage.

      It's possible an underperforming store could still be making money, so in a situation like that it's better to just let your lease run out. But once you start throwing additional costs into letting your lease run out, then it all goes out the window.
    • Report Post
    • Who cares what name is on the door?
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    • What's next .... will Loblaws reduce the number of its banners or wiill Sobeys rebrand all Safeway stores in Western Canada?
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    • CorSter wrote: Who cares what name is on the door?
      Like I've said, it matters if this is what also drives the replacement of the EDGE program with PowerUp Rewards (among other things).

      Here's the PowerUp Rewards page.

      If you look at PowerUp Rewards Pro it is objectively worse than EDGE Platinum membership in every way.

      1. $5 "Welcome Coupon" vs $10 extra trade credit coupon for Platinum. $10 > $5 and and you can literally trade in anything (including worthless $1 games) with said coupon.
      2. $5 monthly reward coupon ($60/year) vs. 10% any time discount on basically everything they sell that's not a new game, new console, or non-Biogenik accessory, *that stacks with almost every used game promo they offer*. You can easily clear $60 in a month here, if you wanted to.
      3. 10% extra trade credit. EDGE doesn't have an equivalent to this for Platinum (only Onyx) but EB also runs trade-in promos all the time that Gamestop does not. If you're not trading in during a promo where you get more than a 10% boost in value you're doing it wrong anyways.

      And that's just the obvious stuff.
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    • they have had GameStop stores here before too
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    • chemicalxv wrote: Like I've said, it matters if this is what also drives the replacement of the EDGE program with PowerUp Rewards (among other things).

      Here's the PowerUp Rewards page.

      If you look at PowerUp Rewards Pro it is objectively worse than EDGE Platinum membership in every way.

      1. $5 "Welcome Coupon" vs $10 extra trade credit coupon for Platinum. $10 > $5 and and you can literally trade in anything (including worthless $1 games) with said coupon.
      2. $5 monthly reward coupon ($60/year) vs. 10% any time discount on basically everything they sell that's not a new game, new console, or non-Biogenik accessory, *that stacks with almost every used game promo they offer*. You can easily clear $60 in a month here, if you wanted to.
      3. 10% extra trade credit. EDGE doesn't have an equivalent to this for Platinum (only Onyx) but EB also runs trade-in promos all the time that Gamestop does not. If you're not trading in during a promo where you get more than a 10% boost in value you're doing it wrong anyways.

      And that's just the obvious stuff.
      So why would people want them to become Gamestops? What's the benefit of that?
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    • chemicalxv wrote: Like I've said, it matters if this is what also drives the replacement of the EDGE program with PowerUp Rewards (among other things).

      Here's the PowerUp Rewards page.

      If you look at PowerUp Rewards Pro it is objectively worse than EDGE Platinum membership in every way.

      1. $5 "Welcome Coupon" vs $10 extra trade credit coupon for Platinum. $10 > $5 and and you can literally trade in anything (including worthless $1 games) with said coupon.
      2. $5 monthly reward coupon ($60/year) vs. 10% any time discount on basically everything they sell that's not a new game, new console, or non-Biogenik accessory, *that stacks with almost every used game promo they offer*. You can easily clear $60 in a month here, if you wanted to.
      3. 10% extra trade credit. EDGE doesn't have an equivalent to this for Platinum (only Onyx) but EB also runs trade-in promos all the time that Gamestop does not. If you're not trading in during a promo where you get more than a 10% boost in value you're doing it wrong anyways.

      And that's just the obvious stuff.
      Ya so? The consumers will decide. If it’s that bad a deal they’ll vote with their wallet and go elsewhere and forget the membership altogether. Some may even finally switch to digital where theres often sales and my fav feature- game sharing for price of one. Gamestop/EB will realize that if they don’t up their competitiveness they’ll be out of business as they don’t have anything enticing compared to other retailers. If they wanna jump go ahead.
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    • Will "Gamestop" deal with the BO problem that plagued EBGames?
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    • https://www.ebgames.ca/rebrandfaq
      What does the Gamestop rebranding mean for Edge card users? Will everything stay the same?

      There will be no changes to The EDGE program at this time. All the same benefits you have come to enjoy will remain the same. Your existing EDGE cards will remain active and still work! Newly branded cards will be forthcoming for new memberships or renewals.
    • Report Post
    • Tactical wrote: Ya so? The consumers will decide. If it’s that bad a deal they’ll vote with their wallet and go elsewhere and forget the membership altogether. Some may even finally switch to digital where theres often sales and my fav feature- game sharing for price of one. Gamestop/EB will realize that if they don’t up their competitiveness they’ll be out of business as they don’t have anything enticing compared to other retailers. If they wanna jump go ahead.
      Herein lies the problem. Name 3-4 competitors that are as specialized as EB Games that have their national reach. You can't.
      And going all digital isn't a solution either. Today you can play that digital game, tomorrow MS Sony and Nintendo decide to delist it and deny you access to it and the content, whether you are renting it like GamePass, or outright bought it.
      I hate EB, but I also recognize it is a necessary evil.
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    • CanadianConsumerYEG wrote: Will "Gamestop" deal with the BO problem that plagued EBGames?
      Is BO or halitosis really a big burden on you? Just take your business else where or order online, wear a respirator, etc. You seem profoundly aggrieved by someone’s odour which may be a medical condition, let’s not a last aspersions without the full picture. This is even worse this. Racism.

      I’m very disappointed in you!
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    • With the financial situation of Game Stop in the US, and the ever present spectre of teetering on the brink of bankruptcy; this is akin to renaming EB Games to “Titanic”. Reminds me of when Radio Shack became “The Source by Circuit City” in Canada mere months before Circuit City went bankrupt in the US. Well, best of luck to you EB Games, may your position as market leader on Funko Pop Vinyl pop culture bobble heads and gouging customers on console trade-ins continue for some time to come. If you do go under, I’m not sure where I’ll go when I want to breath in the smell of body odour and sadness.
    • Report Post
    • With the financial situation of Game Stop in the US, and the ever present spectre of teetering on the brink of bankruptcy; this is akin to renaming EB Games to “Titanic”. Reminds me of when Radio Shack became “The Source by Circuit City” in Canada mere months before Circuit City went bankrupt in the US. Well, best of luck to you EB Games, may your position as market leader on Funko Pop Vinyl pop culture bobble heads and gouging customers on console trade-ins continue for some time to come. If you do go under, I’m not sure where I’ll go when I want to breath in the smell of body odour and sadness.
    • Report Post
    • RichardK487 wrote: With the financial situation of Game Stop in the US, and the ever present spectre of teetering on the brink of bankruptcy; this is akin to renaming EB Games to “Titanic”. Reminds me of when Radio Shack became “The Source by Circuit City” in Canada mere months before Circuit City went bankrupt in the US. Well, best of luck to you EB Games, may your position as market leader on Funko Pop Vinyl pop culture bobble heads and gouging customers on console trade-ins continue for some time to come. If you do go under, I’m not sure where I’ll go when I want to breath in the smell of body odour and sadness.
      Can't tell if serious... please post facts and not ignorance. They currently have over 1.7billion dollars cash on hand and have no debt. Tell me how do are you on brink of bankruptcy from that?
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    • The ever-important caveat "at this time" 😂

      I'm not worried about it changing this year, it's clear they just decided "Hey let's rebrand and figure the rest out later", plus no retailer is stupid enough to roll out changes from October - December.

      But once that calendar flips to January 2022? All bets are off the table, especially when you consider they said "There will be no changes at this time" not "There are no planned changes at this time".

      I guarantee you they're going to discontinue it for PowerUp Rewards for four primary reasons:
      1. PowerUp Rewards is worse
      2. PowerUp Rewards only has 2 levels (PowerUp Rewards Player, PowerUp Rewards Pro) to maintain vs 4 levels for EDGE (Red, Gold, Platinum, Onyx)
      3. PowerUp Rewards has a significantly larger "install" base (probably accounts for 95% of Gamestop's registered customers between the US and Canada combined)

      And this is the big one, and the reason I know they will for sure:

      4. It will allow them to advertise/push that your membership benefits work on both sides of the border and on both websites. Right now they do not (you'd need to sign up for both separately), and most of the EDGE membership benefits don't work on the website at all, outside of specific promos (this is my one major complaint). Whether or not this means Gamestop.com will start shipping to Canada again remains to be seen.
    • Report Post
    • chemicalxv wrote: It's a lot easier to present paying to break your lease as a valid option if the other option is spending like $100k to totally redo the store and the outside signage.

      It's possible an underperforming store could still be making money, so in a situation like that it's better to just let your lease run out. But once you start throwing additional costs into letting your lease run out, then it all goes out the window.
      I never said when. I Just said they should shut them down. Obviously there is a time and place to shut things down. Also, Gamestop has been known to keep stores open that are under performing and not losing money. Sometimes that's better than letting competition open up and start taking marketshare.

      All I meant was, you don' need a rebranding to shut stores down. If a store is losing money, it could very likely mean that paying the lease out is cheaper than keeping it open.
    • Report Post
    • GameStop's the brand that has been getting lots of stock market action from daytraders or something this year?
      Hope they don't mess up the Mandalorian product offerings. Noticed some are online order only via EBGames site for appliances, watches, etc.
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    • Ciel wrote: GameStop's the brand that has been getting lots of stock market action from daytraders or something this year?
      Hope they don't mess up the Mandalorian product offerings. Noticed some are online order only via EBGames site for appliances, watches, etc.
      GameStop has an established online presence, they can flip that around and become a more generalized gaming, swag, and electronics retailer.

      Their biggest win, and I'm not sure they have the internal prowess to accomplish this, would be to start their own version of Steam. Extreme long shot, but their religious fanatic shareholders will eat it up.
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    • RichardK487 wrote: With the financial situation of Game Stop in the US, and the ever present spectre of teetering on the brink of bankruptcy; this is akin to renaming EB Games to “Titanic”. Reminds me of when Radio Shack became “The Source by Circuit City” in Canada mere months before Circuit City went bankrupt in the US. Well, best of luck to you EB Games, may your position as market leader on Funko Pop Vinyl pop culture bobble heads and gouging customers on console trade-ins continue for some time to come. If you do go under, I’m not sure where I’ll go when I want to breath in the smell of body odour and sadness.
      They are far from being bankrupt. They have no debt and $1 to 2 billion to upgrade and expand. Also, GameStop will never be what it was before. They have an entire new team and CEO to make things change. Whether it will succeed, time will tell but as of now, they are heading to the right direction.
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    • redflagdealsguy wrote: Their biggest win, and I'm not sure they have the internal prowess to accomplish this, would be to start their own version of Steam. Extreme long shot, but their religious fanatic shareholders will eat it up.
      They tried a decade ago with Impulse. Didn't last long and everyone forgot it ever existed. The market is more competitive now with every AAA publisher launching their own digital store since then.

      If I were them I would explore partnership with Steam or Epic to tie-in achievements with their rewards system.
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    • piercezoner wrote: They tried a decade ago with Impulse. Didn't last long and everyone forgot it ever existed. The market is more competitive now with every AAA publisher launching their own digital store since then.

      If I were them I would explore partnership with Steam or Epic to tie-in achievements with their rewards system.
      Yes I remember it. I also remember about 5 years ago they briefly went into publishing or pub/dev their own games. I remember buying one for PS4, something with Deep in the title. Game was OK, not stellar. Main attraction to their titles was that it was cheaper than most games.
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    • Went into local EB Games store and learned that Mando Mondays is an online only event. Ditto any merch that is online-was hoping maybe a few Mando online items might have become store merch by now.
      So will see how much home delivery is for a watch. Then wait for next Monday (totally forgot to look yesterday).
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    • The one at Conestoga Mall in Waterloo was rebranded as a Gamestop for several years after the store was moved during the mall renovations. Then they changed it back to EB.
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    • Website has been rebranded as of this morning
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    • Yesterday, for Mando Monday, site was EBGames.ca.
      Today it's gamestop.ca
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    • Would be nice with the rebrand they fix their site to show accurate stock levels. Not all games come up in a search and if you go to a physical store half their used inventory is hidden in the back room.
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    • This feels right.

      I always felt a little off, like a twitch in my shoulder, when my American friends would mention their Gamestop jaunts.

      Then I would mention Electronic Boutique, and after a round of Anti-French geopolitical critiques directed at yours' truly, I would leave demoralized.

      As I said, this feels right.
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    • You either need better friends or you need to stop lying. Probably the latter more than the former.

      Anyways the website redesign is awful. Look at this nonsense:

      Image

      The product image literally overlaps the price.
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    • HOLY SHIT THE EDGE DISCOUNT FINALLY WORKS ONLINE ALL THE TIME
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