Best Buy Apparently Ends Gamers Club Unlocked

News broke today that Best Buy has suddenly, and without any warning, pulled the plug on the Gamers Club and Gamers Club Unlocked programs, causing a wave of disappointment on Twitter.

For those unaware, the program cost $30 for a two year membership and gave a 20% discount off any and all new games. So long as it was still sealed, you got 20% off. Games on clearance were 20% off. Collector’s Editions were 20% off and it even extended to amiibos and strategy guides.

By all measurements, the program was far superior to Amazon Games’ Prime discounts and many speculated it helped drive gamer traffic into stores where they’d also get points on purchases with Reward Zone memberships and could price match other items to Amazon. This theoretically could have contributed to the company’s strong fourth quarter performance that saw 14% increased sales with 7% increased sales for the year.

I understand there’s not a large margin on games and Best Buy may have been bleeding money with a program as aggressive as this was. But rather than eliminate the program entirely, I would have hoped to see it adjusted to better benefit the company while still offering incentive for gamers to shop in stores. 20% off pre-orders would match Amazon while extending just 4 weeks after release, and still including the offer on Collector’s Editions, would have kept the program well above Amazon. From my understanding, Prime’s discount only counts towards pre-orders now, so even a 2 week post-release period would keep the Gamers Club Unlocked program a clear winner.

Hopefully, Best Buy will reveal a new program, but for now current members have until their membership expires to take advantage of the discounts. At the time of this writing, membership for purchase can no longer be purchased on the website and cards in store are reportedly no longer functional if taken to the register. Discounts also no longer show on item pages on Bestbuy.com, but still appear in the cart at check out.

It was the best program for gamers while it lasted. Good night, sweet prince.

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