GAME, the United Kingdom’s biggest video game retailer, continues down a dark path of no return as news surfaces that the firm is ending its ‘GAME Reward’ scheme that has been running for more than two decades. It’s also bringing to a close the GAME Elite membership that was kicked off in 2017, offering consumers additional benefits in exchange for a £36-a-year subscription fee.
In a press release and email circulation, GAME advised customers that it will be shutting down GAME Reward and GAME Elite as of July 31, 2024.
Falling Further
Recently, news surfaced that GAME was preparing to make layoffs and was putting staff on zero-hour contracts. Before that, the firm confirmed it was stopping the sale and purchase of pre-owned tech and software, marking the end of an era for the iconic high street staple.
In this latest twist, the retailer has revealed plans to shut down GAME Reward, which over the last two decades or so saw customers earning points on their purchases that they could then spend on future purchases online or in-store. With a GAME Reward card, consumers could also make pre-orders and get special in-store offers on an exclusive basis.
On July 15, customers will stop earning points on their purchases, and everyone has until July 31 to redeem any outstanding points. The problem is that most GAME stores (which are now concessions inside Sports Direct and House of Fraser stores) can’t process a transaction using a GAME Reward card as a payment option. The best course of action is to spend any outstanding credit on the website.
Closing GAME Elite means that monthly prize draws, exclusive promotions, and boosted points-based rewards will also be shut down as of July 31. That marks the end of one of the sole reasons to still shop in a GAME store.
Many anticipate that within a year or so, GAME will be confined solely to an online storefront, and that’s a sad thing for UK-based gamers – especially those prone to nostalgia.
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