GameStop also plans to introduce its Power Up rewards card to Europe.
Power Up inverts the idea of an accessible, mass market points card we're used to in the UK and turns being a card-holder into being the member of a special club.
The premium ‘Pro' version even asks an upfront $15, guaranteeing early access to game betas. International EVP Mike Mauler says it takes inspiration from the very, very powerful loyalty programme” run at GameStop's French chain Micromania's and focuses on benefits.
He says most users sign up for the Pro tier – and the majority of users aren't the vocal minority hardcore.
One thing we were very surprised by was the perception that the majority of our loyalty card members would be hardcore gamers – but the majority aren't hardcore, it's mums, grandmas and dads joining up.”
For MCV's full interview with Mike Mauler, click here.