GameStop Redesigns PowerUp Rewards Loyalty Program

GameStop, the world’s largest video game retailer, has changed its customer loyalty program in an effort to offer paying members better rewards and more flexibility in how they redeem them. PowerUp Rewards Pro members will see several changes in the program.

“As part of an extensive test on identifying how we could enhance our PowerUp Rewards loyalty program, we recognized there are customers of all types that want to be rewarded in a variety of ways across a mix of gaming and collectible products that we offer,” Frank Hamlin, chief customer officer for GameStop, said in a release. “Based on customer feedback, our PowerUp Rewards Pro-level membership has evolved to provide our most loyal customers the opportunity to choose how they want to be rewarded.”

Changes for PowerUp Rewards Pro members include an instant $5 rewards certificate welcome gift, a $5 monthly coupon (which must be redeemed monthly), a choice of two Pro membership levels ($19.99 with physical copy of Game Informer magazine or $14.99 for a digital copy), exclusive offers and savings during GameStop’s PRO DAY sales, and more.

The $5 monthly coupon, which can be used on most products at GameStop, replaces a 10 percent discount on used games and accessories for PowerUp Rewards Pro members.

The GameStop release adds: “PowerUp Reward Pro members can join GameStop Gives in supporting charity organizations who are helping make a difference for youth, veterans and much more. In the PowerUp Rewards Center, members can choose to Game for Good by donating points to Make-A-Wish and Extra Life.”

GameStop, which operates more than 5,600 stores across 14 countries, sells new and preowned video game consoles, video games, and accessories in physical and digital formats. The brand also offers vinyl figures, collectibles, and board games, as well as its buy-sell-trade program, which allows gamers to trade in items for cash or in-store credit.

Last summer, GameStop announced an effort to focus on creating unique in-store experiences, saying it was “part of GameStop’s broader business transformation strategy to evolve its efforts in cultivating innovative customer-centric opportunities to bring video game culture to life in every neighborhood.”

GameStop launched PowerUp Rewards in 2010 and had more than 10 million members in the first year. In August 2017, GameStop noted a spike in new members to the paid level (PowerUp Pro) of the PowerUp Rewards program. Now, GameStop says there are more than 55 million members overall around the world.

This article originally appeared in Loyalty360.

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