UK game retailer, aptly named GAME, is shutting down its rewards program next month. The change naturally leaves many concerned about the future of the retail game market.
In a statement on the retailer’s website, GAME notes that until July 31, you can still earn reward points, redeem them, and all that, but following that, the service will come to a close. Meanwhile its GAME Elite membership will also cease, meaning no more prize draws, promotions, or deals for loyal customers. Any outstanding fees are eligible for refund, though.
It’s not clear what led to the decision, but it comes at an interesting time, as the company is also signing staff up for zero-hour contracts and others are being made redundant. Based on a Eurogamer report, it sounds like the company is attempting to pivot to be more standardized to its fellow Fraser Group stores and operate within concession units after halting its trade-in system.
With the end of GAME’s rewards program it will mean the store can more easily sell stock through Fraser Group software rather than having to accommodate brand-specific hindrances. Due to the significant changes, though, some are worried about future of the game retailer. We’re already at a spot where brick and mortar retailers are finding it harder to keep the lights on thanks to digital releases.
We expect that give it two or so years and the brick and mortar GAME stores will be no more and it will be relegated to a strictly digital storefront either selling a mixture of physical and digital games or strictly selling digital codes.
