Less than half of GameStop customers are aware of the store's trade-in program, president Tony Bartel has claimed.
In an interview with Games Beat, Bartel explained six out of ten individuals that step foot into the retailer's shops don't know they can trade in games for cash or store credit.
The biggest opportunity with trades is awareness,” Bartel said. "Believe it or not, only 40 percent of the people who walk into a GameStop store today know that we accept trades of games.”
Bartel added that GameStop sees about $1.2bn in store credit on used games spent in its stores every year, pointing out that 70 per cent of that figure goes towards buying new products.