Editing GameStop (section)

== Business operations ==

=== Atrix ===
Atrix (formerly @play) is GameStop's in-house store brand. GameStop sells gaming accessories, Headsets, Mice and Keyboards under the Atrix brand.<ref>{{cite web |title=ATRIX Trademark of GameStop Texas Ltd.. Serial Number: 90103851 :: Trademark Elite Trademarks |url=https://www.trademarkelite.com/trademark/trademark-detail/90103851/ATRIX |access-date=31 July 2022 |website=www.trademarkelite.com}}</ref>

===''Game Informer''===
''[[Game Informer]]'' was a magazine owned by GameStop, Inc. It was discontinued in August 2024.<ref name=":1" /><ref name=":2" /> It was primarily sold through subscriptions which could be purchased at GameStop locations.<ref>{{cite news |last=Gaudiosi| first=John| title=GameStop Dives Into Publishing With 'Song of the Deep' |url=https://fortune.com/2016/01/28/gamestop-insomniac-partner-on-game/ | website=[[Fortune (magazine)|Fortune]] |archive-date=January 24, 2021 |archive-url=https://web.archive.org/web/20210124024948/https://fortune.com/2016/01/28/gamestop-insomniac-partner-on-game/ |url-status=live}}</ref> A subscription to the magazine was included for members of GameStop's PowerUp Rewards Pro [[loyalty program]].<ref>{{Cite press release | url=http://www.globenewswire.com/en/news-release/2020/02/24/1989267/0/en/GameStop-Redesigns-PowerUp-Rewards-Loyalty-Program-Providing-Pro-Level-Members-More-Benefits-and-Flexibility.html | title=GameStop Redesigns PowerUp Rewards Loyalty Program, Providing Pro-Level Members More Benefits and Flexibility | publisher=[[GlobeNewswire]] | date=February 24, 2020}}</ref>

===Trade-ins===
[[File:Used Gamecube games, GameStop, Tanforan.JPG|thumb|A used game rack for [[GameCube]] games at a GameStop in [[San Bruno, California]]]]
GameStop provides its customers either cash or trade credit in exchange for customers' unwanted video games, accessories, and tech.<ref>{{Cite magazine | date=March 28, 2014 |title=Why Used Video Games Are Such a Big Business |url=https://www.newyorker.com/business/currency/why-used-video-games-are-such-a-big-business |last=Trautman| first=Ted |magazine=[[The New Yorker]]|archive-date=December 24, 2020| archive-url=https://web.archive.org/web/20201224022759/https://www.newyorker.com/business/currency/why-used-video-games-are-such-a-big-business|url-status=live}}</ref> The used video game trade-ins have twice the [[gross margin]]s of new video game sales.<ref>{{cite news | url=https://www.fool.com/investing/2018/09/11/gamestops-most-important-business-is-in-trouble.aspx | title=GameStop's Most Important Business Is in Trouble | first=Timothy | last=Green | work=[[The Motley Fool]] | date=September 11, 2018}}</ref> Some video game developers and publishers have criticized GameStop for its practices, as they receive no share of the revenue from the sale of used games. GameStop responded to these criticisms in 2009 by stating that 70% of store credit generated by game trade ins was used to purchase new rather than used games, generating close to $2 billion in annual revenue.<ref>{{Cite news |last=Kim |first=Ryan |title=Video game manufacturers may pressure resellers|url=https://www.sfgate.com/business/article/Video-game-manufacturers-may-pressure-resellers-3296254.php | work=[[San Francisco Chronicle]] |date=June 4, 2009 |archive-date=February 4, 2021 |archive-url=https://web.archive.org/web/20210204020519/https://www.sfgate.com/business/article/Video-game-manufacturers-may-pressure-resellers-3296254.php| url-status=live}}</ref>

===GameStop TV===
GameStop TV is the in-store television network run internally by GameStop, with non-endemic sales in partnership with Playwire Media. GameStop TV features programming targeted to consumers shopping in GameStop stores. Each month brings content segments about upcoming video game releases, exclusive developer interviews, and product demonstrations.<ref>{{Cite news | url=https://www.cnbc.com/2016/12/20/gamestop-tv-ads-in-stores.html | title=How Gamestop will make money off customers who don't buy anything | first=Michelle | last=Castillo | work=[[CNBC]] | date=December 20, 2016}}</ref>

===Pre-order bonuses===
Game publishers obtain more pre-orders by including exclusive in-game or physical bonuses, available only if the player pre-ordered the game. Bonuses typically include extras such as exclusive characters, weapons, and maps. For example, GameStop included an additional avatar costume for ''[[Call of Duty: Black Ops]]'' when it was released in November 2010,<ref>{{Cite web|last=Bradford|first=Matt|date=September 16, 2010|title=Call of Duty: Blacks Ops pre-order bonuses include art and avatar gear|url=https://www.gamesradar.com/uk/call-of-duty-blacks-ops-pre-order-bonuses-include-art-and-avatar-gear/|access-date=January 29, 2021|website=gamesradar|language=en|archive-date=February 8, 2021|archive-url=https://web.archive.org/web/20210208005928/https://www.gamesradar.com/uk/call-of-duty-blacks-ops-pre-order-bonuses-include-art-and-avatar-gear/|url-status=live}}</ref> and a pictorial Art-Folio for ''[[Metroid: Other M]]''.<ref>{{Cite web|last=Fletcher|first=JC|date=May 28, 2010|title=Metroid: Other M pre-orders include 'art folio' at GameStop|url=https://www.engadget.com/2010-05-28-metroid-other-m-pre-orders-include-art-folio-at-gamestop.html|access-date=January 29, 2021|website=Engadget|language=en}}</ref> Soundtracks, artbooks, plushies, figurines, posters, and T-shirts have also been special bonuses.

===GameTrust Games===
In January 2016, GameStop announced a partnership with [[Insomniac Games]] with its 2016 title ''[[Song of the Deep]]''. GameStop executive Mark Stanley said the concept was to help the chain have more direct communication with players, and would expect to expand out to other similar distribution deals with other developers if this one succeeds.<ref>{{cite news | url=https://fortune.com/2016/01/28/gamestop-insomniac-partner-on-game/ | title=GameStop Dives Into Publishing With 'Song of the Deep'  | first=John | last=Gaudiosi | work=[[Fortune (magazine)|Fortune]] | date=January 28, 2016| archive-date=January 29, 2016 | archive-url=https://web.archive.org/web/20160129054929/http://fortune.com/2016/01/28/gamestop-insomniac-partner-on-game/ | url-status=live }}</ref> In April 2016, GameStop created the GameTrust Games publishing division to serve as a publisher for mid-sized developers. In April 2016, GameTrust Games announced it was working with [[Ready At Dawn]], [[Tequila Works]], and [[Frozenbyte]] to prepare more titles.<ref>{{cite news | url=https://www.gamedeveloper.com/business/gamestop-announces-publishing-division-gametrust |title=GameStop announces publishing division GameTrust |first=Bryant | last=Francis | work=[[Game Developer (website)|Game Developer]] | date=April 18, 2016 |archive-date=August 27, 2021 |archive-url=https://web.archive.org/web/20210827154029/https://www.gamedeveloper.com/business/gamestop-announces-publishing-division-gametrust | url-status=live}}</ref>

As of January 2025, GameTrust has published two games on Steam in 2016 and 2017 respectively.<ref name="Steam Games list of GameTrust published Games">{{cite web |title=Publisher: Gametrust Games |url=https://store.steampowered.com/search/?sort_by=_ASC&supportedlang=english&publisher=GameTrust+Games |archive-url=https://web.archive.org/web/20250123110256/https://store.steampowered.com/search/?sort_by=_ASC&supportedlang=english&publisher=GameTrust+Games |url-status=dead |archive-date=2025-01-23 |website=Steampowered.com |publisher=Steam |access-date=January 23, 2025 |ref=January 23, 2025}}</ref>