GameStop revitalizes its credit card program through partnership with Bread Financial®

GameStop, a global leader in video game retail, has built a reputation for serving gaming enthusiasts worldwide. Despite its prominent position in the market, the company’s credit card program needed assistance creating deeper engagement with its customers and loyalty members. GameStop saw remarkable growth, including a 106% increase in weekly credit sales and a 1,764% growth in weekly new accounts through its relationship with Bread Financial® and a tailored solution integrating credit into loyalty, expanding acquisition channels and amplifying marketing efforts.

The Challenge

GameStop wanted to maximize the value of its credit card to both foster customer loyalty and drive incremental sales. GameStop evaluated areas of opportunity for its credit card program and decided to focus on creating a value proposition that resonated with customers, introducing new acquisition channels, and refining the card marketing strategy.

The Solution

To address these challenges, Bread Financial, in partnership with GameStop, implemented a comprehensive, multi-faceted solution tailored specifically to GameStop’s needs.

• Robust value proposition – By integrating the credit card into GameStop’s loyalty program, the card was repositioned as an indispensable part of the customer experience, offering exclusive rewards that resonated with customers.
• Expanded acquisition channels – New channels for acquiring applicants were introduced, including an enhanced digital suite, fast mobile credit, real-time pre-screen at both point of sale and online, as well as batch pre-screen.
• Digital engagement and marketing support – A full marketing strategy was developed, including prominent placement for the credit card on the GameStop website, alongside loyalty messaging. Campaigns included digital marketing, targeted promotions and engaging social videos, which created widespread awareness.
• Store engagement – Signage, marketing collateral and videos promoting credit were prominently displayed in stores, ensuring visibility for shoppers. Comprehensive associate training was provided to empower store employees to educate customers about the credit program. GameStop store leadership worked closely with Bread Financial’s credit card field team to drive adoption and performance.

Results

The program’s relaunch delivered extraordinary results, reinvigorating the credit card offering and contributing to meaningful business growth. Compared to a 13-week period prior to implementing the program changes, GameStop achieved the following results:

• Applicant growth – Weekly applicants surged by 895%.
• Applicant mix –The applicant base shifted significantly to include GameStop’s most loyal customers and loyalty members, reflective of the program’s role in improving customer retention.
• New accounts – Weekly new accounts grew by 1,764%, illustrating the program’s strong renewed appeal and effectiveness.
• Weekly credit sales – Credit sales surged by 106%, significantly contributing to overall revenue.
• Tender share growth – Tender share more than doubled compared to pre-relaunch.

With plans to continue the momentum through ongoing capability launches, Bread Financial and GameStop are committed to driving continued growth and innovation for years to come.

About GameStop
GameStop, a Fortune 500 company headquartered in Grapevine, Texas, is a leading specialty retailer offering games and entertainment products through its ecommerce platforms and thousands of stores across multiple geographic segments.