What is EB Games’ New Name?
The answer is straightforward: EB Games no longer exists as a standalone brand in most regions. It has been rebranded as GameStop. This transition is part of a larger corporate strategy following the acquisition of EB Games by GameStop in 2005. While the name change was completed in the United States and Europe long ago, it has recently been finalized in Canada, marking the end of an era for the well-known EB Games name there as well.
The History Behind the Name Change
The Merger
The story begins with the acquisition of EB Games (formerly known as Electronics Boutique) by GameStop in a landmark deal on October 6, 2005. This merger, valued at $1.44 billion, saw GameStop acquire Electronic Boutique Holdings Corp, the parent company of EB Games. The deal was a mix of cash ($38.15 per share) and a fraction of GameStop stock. This strategic move essentially made EB Games a subsidiary of GameStop, paving the way for the eventual brand unification.
Gradual Rebranding
Following the acquisition, GameStop began to rebrand EB Games locations in the United States and Europe. However, the Canadian stores retained the EB Games brand for a considerable time. Finally, in late 2021, GameStop announced its intention to fully rebrand all Canadian EB Games stores and their online presence to GameStop. This meant approximately 4,000 retail locations and the website assuming the GameStop name and brand. The decision was, according to GameStop, influenced by customer and stockholder feedback.
Why the Rebrand?
The primary motivation behind the rebrand is brand consolidation and global consistency. By operating under a single name, GameStop aims to strengthen its overall brand identity, simplify its operations, and enhance customer recognition globally. This move is not an isolated one but part of a larger strategy to solidify GameStop’s position as a dominant force in the video game retail market.
EB Games is Gone (Except in Some Regions)
The end result? EB Games as a standalone entity is largely obsolete, particularly in North America and Europe. While some EB Games stores may still exist in other countries, particularly in Australia, New Zealand, and some European locations, they too are part of the broader GameStop Corporation.
EBX Stores and the GameStop Rebrand
A vital part of this rebranding process involved the fate of EBX stores. These locations, which often catered to a broader range of entertainment and pop culture merchandise, were also brought under the GameStop umbrella. All EBX locations were rebranded as GameStop, further solidifying the company’s singular brand presence.
Frequently Asked Questions (FAQs)
To provide more clarity and cover potential reader queries, here are 15 frequently asked questions about the EB Games rebranding:
1. What exactly does the name change mean for customers?
The rebranding means that customers will now see the GameStop logo and branding on all stores and online platforms that were previously EB Games. The product range, loyalty programs, and customer service will essentially remain the same, but the branding will now be consistent with GameStop.
2. Will my EB Games gift card still work?
Yes, absolutely! EB Games gift cards, now typically under the broader GameStop system, are still valid and can be used at any GameStop, EB Games, or EBX location in Canada or online at gamestop.ca. The gift cards have no expiration date.
3. Can I still trade in my old games at GameStop?
Yes, you can. GameStop, like EB Games before, offers a trade-in program where you can trade your old games and consoles for store credit or discounts on new purchases.
4. Is the EB World loyalty program still active?
The EB World loyalty program was transitioned into GameStop’s loyalty system. Carrots, the points currency, are still in use and can be earned and redeemed at GameStop locations. Membership benefits remain similar.
5. Why did GameStop buy EB Games?
GameStop acquired EB Games to expand its market presence and consolidate its position as a major video game retailer. The acquisition brought a larger number of stores and a broader reach into the global market.
6. Does EB Games still exist in Australia?
Yes, EB Games stores still exist in Australia. However, they also operate under the GameStop corporation, though they retain the EB Games name and brand for now.
7. What does “EB” stand for in EB Games?
In the Australian context, “EB” stands for Electronics Boutique.
8. Did Funco also get rebranded as GameStop?
Yes. Funco was acquired by Barnes & Noble in 2000 and was merged with Babbage’s to form GameStop in December 2000. Funco was renamed GameStop, Inc. during this time.
9. What are the trade-in values for games at GameStop?
Trade-in values at GameStop (formerly EB Games) can vary significantly, typically offering between 1/5 and 1/10 of the original price. The demand for a particular game and its condition will affect the trade-in value. High-demand, newer games will fetch a better price than older or less popular titles.
10. What if I have an EB Games gift card and want cash back?
Unfortunately, GameStop gift cards, trade cards, and loyalty cards cannot be refunded or redeemed for cash, except where required by law. This policy is generally stated on the back of the card.
11. Has GameStop been experiencing any financial issues?
GameStop has faced some financial challenges in recent years, including declining sales and share prices. The company is trying to adapt to a changing retail landscape and shifting towards digital sales and e-commerce strategies.
12. Who is currently running GameStop?
As of recent updates, Ryan Cohen has been appointed as CEO of GameStop.
13. Are some EB Games stores closing down?
Yes, there have been some store closures. Some EB Games stores in Australia, for example, have recently shut their doors, while others remain open under the GameStop name and management. The specific locations of these closures will vary.
14. Can you use EB Games gift cards online?
Yes, EB Games (now GameStop) gift cards can be used both in-store and online at GameStop.ca in Canada.
15. What was the mascot for EB Games in Australia?
The mascot for EB Games Australia was Buck the Bunny, an anthropomorphic rabbit.
Conclusion
In summary, EB Games is now GameStop in most markets. The rebrand is a result of GameStop’s acquisition of EB Games and aims for brand consolidation and global consistency. While the name EB Games might still linger in some regions like Australia, the brand has largely been replaced by GameStop worldwide, bringing an end to the name of the beloved store. By understanding the history and reasons behind this change, customers can navigate the transition smoothly and continue to enjoy gaming retail experiences under the GameStop banner.