Beleaguered retailer Game has defended a shake-up of its Reward Card loyalty scheme – which has seen it cut the number of points offered for each pound spent – claiming new features far outweigh any negative aspects.
The move is being driven by the merger of the Game and Gamestation schemes. Currently customers receive 1 point for every 10p spent, but under the new terms being implemented this week, they will receive 1 point for every 12½p.
A spend of £40 used to earn 400 reward points, which gives loyalty scheme members £1 to spend with Game; now they will have to spend £50 to earn a £1.
But Game Retail marketing director Anna-Marie Mason said: “Our new Reward Card combines the best features from both the Gamestation and Game loyalty schemes, there are loads of great features that we know gamers will love and really benefit from.
“We’ve made it easier to spend your points by enabling points redemption from a minimum value of £1, rather than the previous scheme’s increments of £2.50.
“All gamers now have the opportunity to earn more points when they achieve one of our cool Accolades, such as trading-in a game within 14 days of launch to earn 500 points, buying online for the first time or using Gamehunter. You can also earn double Reward points when you pre-order and then buy new releases (software) – so that’s 4% of the total value – as well the guarantee that you get your hands on the game first!”
Game Retail is in the process of rebranding its Gamestation stores to operate solely under the Game name.
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