UK retailer GAME ends its long-running ‘Reward’ and ‘Elite’ programs

For the past many years we have seen the relevance of physical gaming retailers fall further and further as digital adoption has exploded in popularity. The UK’s biggest video game retailer ‘GAME’ has not been spared in all this, with many of its retail locations shutting down. Now, the company’s long-running loyalty program is going away – seemingly putting one more nail in its coffin.

Making the announcement on its website (alongside emails sent to customers), GAME revealed that “As of 31 July 2024 the GAME ‘Reward' Programme and the GAME Elite Membership Scheme shall come to an end, after which GAME Reward customers and GAME Elite members will no longer be able to earn GAME Reward points on purchases made in GAME stores or online at game.co.uk or redeem any GAME Reward or GAME Elite points remaining on your GAME Reward account.”

Full details on the changes can be found HERE, but in essence it seems as though GAME is winding down its various services – making a potential future closure easier to navigate.

Of course, one hopes that this isn’t the case, but with all of the various store closures, being absorbed into SportsDirect and more, it seems as though GAME may be on its last legs.

KitGuru says: What do you think of this program closure? Is it indicative of things to come? Let us know down below.

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