While it may seem like common knowledge that Gamestop relies on used game sales, the company has revealed some startling statistics regarding its consumers. According to Gamestop, less than half of its consumers are aware of the fact that they can trade in their games for store credit.
“Believe it or not, only 40 percent of the people who walk into a GameStop store today know that we accept trades of games,” said Tony Bartel, president of GameStop.
This is surprising news considering that one of the complaints about GameStop is its constant attempt to sell consumers on pre-orders and used copies. These components are vital for GameStop’s profits, yet despite its efforts 60% of its consumer base remain unaware.
“What we’re constantly trying to do is create awareness,” Bartel told GamesBeat. “Well continue to do that. The Power Up Rewards [customer-loyalty card] is a powerful tool for us to drive awareness of our trade program. You’ll see it in our stores. You’ll see it in interactions with out store associates. We’re on a constant quest to inform the public that there’s a residual value for your games.”
Perhaps the 60% who are unaware of the company’s messages simply don’t play or purchase video games enough to remember the option for trading in their video games. Maybe some of the consumers purposefully choose to support developers by paying for new games, even when they could trade in games towards credit for a new video game. Regardless, it will be interesting to see how both sides of the used-games debate use this statistic.