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Best Buy Shuts Down One Of The Best Deals In Gaming

Gamers Club Unlocked, you were too good for this world.

103 Comments

Pour one out for Best Buy's Gamers Club Unlocked program, one of the best deals in gaming. According to a leaked memo, the retail giant has shuttered the program. Current customers will still receive their GCU benefits until their subscriptions expire, but no new customers will be able to subscribe.

The Gamers Club Unlocked program gave discounts on nearly all video games sold at Best Buy. A two-year GCU membership used to cost $30, but it offered 20% off all new video games and pre-orders. Members also saved 10% off used games and received an extra 10% in trade-in credit.

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The memo reads, "For a variety of reasons, we have decided that our Gamers Club programs will not be accepting new members. This includes both the free Gamers Club membership and Gamers Club Unlocked (GCU). Current members will continue to receive their benefits and we encourage everyone else to use our 'My Best Buy' membership to receive perks, including receiving a $10 reward certificate when pre-ordering select, hot games.

"This afternoon, POS will stop prompting enrollment and employees should no longer offer Gamers Club Unlocked to new customers."

While the company has made no public announcement, numerous Best Buy employees have confirmed the memo is real. Best Buy's GCU page is still live, but it's no longer possible to purchase a membership online. Searching for "Gamers Club Unlocked" on the website now brings you to a page for My Best Buy, the retailer's general rewards program.

This is a bummer for video game deal hunters. If you bought just three $60 games at Best Buy over the span of two years, you'd come out ahead. Buying more games saved you even more money.

Perhaps it's not surprising to see Best Buy close the program, as it must have been a money-losing proposition for the company. Amazon used to offer similar savings to Prime members, giving them 20% off new video games for two weeks after launch. But in August of last year, Amazon limited the program to pre-orders.

Whatever the reasons, people looking for deals on video games in the future will have to look elsewhere.

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deactivated-5d4c0b80dcd76

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This would have benefited me when the Wii U (I paid just about full retail for all the good games- those which are getting re-released right now on Switch) was supported...and also when the SC2 collectors editions were all available. I purchased mostly all that from Best Buy, but on the opposite end, I haven’t purchased a full priced trail game from them in well over a year.

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bumfletch1

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I'm just glad I resubscribed in January. I'm good until 2020!

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scottyp360

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Sucks but it was great while it lasted. Should have known this was only a matter of time. It really was a "too good to be true" deal.

I wonder if part of the issue was that Best Buy did little to regulate or restrict the membership. I never had one myself but my friend does so whenever I buy a game I'll just give them his number and take advantage of his membership. Gotta imagine the membership hurt best buy more than it helped.

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RossRichard

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I'm surprised it lasted as long as it did. I still get giddy when I remember the one year where GCU stacked with Black Friday deals.

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TheKokopelli

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@RossRichard: Those were some sweet deals. They nipped that in the bud in '16. LoL

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The_Dragon_Born

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When my subscription runs out I will be shopping elsewhere

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Leeric420

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Edited By Leeric420

@The_Dragon_Born: Same, that was the only reason I shopped there for games. I work in a video game store and even our new game deals werent nearly as good for employees. I do have a little over a year left at least lol.

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The_Dragon_Born

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@Leeric420: ya I have just over a year too

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ballaShotCaller

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Edited By ballaShotCaller

I got until August of next year, nice. Hopefully they realize how many customers they will lose and bring it back before my membership is up.

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ZmanBarzel

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@ballashotcaller: This is one of the big problems with the "loss leader" philosophy of retail, where you sell some items at very low prices to get customers into the store so they might buy full-price merchandise: if people only buy the loss leader, you take a bath. I'm guessing Best Buy has the transaction data that show that many/most of Gamers Club members didn't also buy something else at the same time.

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siarhei

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@zmanbarzel: Store? What store??? Buy online, deliver home. Why even go to the store???

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Hotpants_McGee

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@ballashotcaller: I just looked up some games online. My GCU account is still active until Nov 19, but the discount is no longer coming up. Granted, I’m using the iOS BestBuy app, so maybe that has some issues. Are you still able to see your GCU discounts when you look up games online?

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ballaShotCaller

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@hotpants_mcgee: you only see it in the cart now. their site just updated and i guess this was not a feature they included on the item lists.

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Spacegrass70

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@hotpants_mcgee: It's been acting weird today but for the most part, yes.

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adkcrazox

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@hotpants_mcgee: it would come up when you add the item in the cart.

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scottyp360

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@ballashotcaller: it might not be worth it to them. I wouldn't be surprised if they are losing more money than they are making because of the membership (3 new games already saves you more than the membership). I even wonder if publishers are the ones forcing Best Buy to end the program. 20% off every game, including games on sale, is a lot for a 2 year membership that can easily be abused (I've been using my friends membership since he got it years ago).

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Onipaladin

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They are going to lose even more money when the remaining memberships run out and people just stop shopping there for games altogether.

I hate amazon well mostly because of shopping. So I’ll be switching to digital when my gcu expires.

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Thanatos2k

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@Onipaladin: Considering they probably were losing money on each sale - no, they won't be losing money if you stop shopping there entirely.

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Onipaladin

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@Thanatos2k: you’re right they will be making so much more money once memberships run out and no one buys games from them at all! #logic

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Thanatos2k

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@Onipaladin: They know the numbers. They know people will continue to shop there even if they whine about it now.

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ps3gamer1234

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Now it is fair for people without the sub.

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RossRichard

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@ps3gamer1234: Dude it was $30. Thirty bucks. Even a casual gamer would have more than made that up in two years even with a few purchases a year. There was NO EXCUSE to not have it. If you chose to not enroll in the program, that is your fault alone.

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scottyp360

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@RossRichard: well, technically there is 1 good reason not to have the membership and it's knowing someone that has the membership. One of the big flaws of the membership from Best Buy's perspective. If you know/knew someone with a membership you could just give their info when asked and reap the benefits. You lose out on the rewards points but well worth the money saved.

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aross2004

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@ps3gamer1234: Umm, that makes no sense at all...

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Greyfox-101

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@ps3gamer1234: Wait, so you think it was unfair that people who signed up for a paid program received discounts and people who did nothing had to pay full price?

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tnielsen2010

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What's odd to me is that Best Buy was likely selling more games than GameStop, Walmart, or Target because of this incentive. You'd think the other retailers would be the ones to implement something similar, not Best Buy stripping it away.

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Thanatos2k

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@tnielsen2010: Selling more but making less. Doesn't make financial sense.

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Yomigaeru

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@tnielsen2010: Maybe it wasn't cost effective to keep the program running? The "bottom line" seems like the likely reason for them shuttering the program (if it's true).

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tnielsen2010

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@Yomigaeru: I get that, but they wouldn't have implemented it in the first place if they wouldn't make a profit, so to cancel it now seems strange to me. The only thing I can think of is that they went the route of MoviePass – make it extremely affordable so it's stupid not to do it and bank on people not taking advantage of it and hope people start coming in for more than just the game they're after.

I can tell you this – I started shopping at Best Buy for all of my tech again after subscribing to the Gamer's Club. I also bought many more games from them than I would have otherwise. I'm much more likely to buy a game if it's $23.99 than I am if it's listed at $29.99, even though the difference is only $6.

The likeliest reason for them ending the program is lack of profits, though, like I said, it seems odd to me considering my buying habits before and after Gamer's Club.

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scottyp360

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@Yomigaeru: I'm thinking it was either that and/or publishers not being happy that there games were being sold for 20% off regardless if they were brand new or on sale. You could get some great deals on games just by waiting a few weeks after release when a game gets its first sale. I remember buying my brother UFC 3 just weeks after release for like $32 (on sale for $40, $8 off with the 20%). That's a brand new $60 game for nearly half the price not even a month after release. Can't imagine publishers being thrilled about that.

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ballaShotCaller

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This sucks. I don't get it. It was an incentive to shop there more often even for other items other than games, it attracted customers and kept them there. Now I'll no longer be looking there except on big sales.

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tnielsen2010

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@ballashotcaller: That's about where I'm at with it too. I have always really liked Best Buy, but for awhile I stopped shopping there because I could get things cheaper on Amazon or pay off pre-orders at GameStop little by little. When I signed up for Gamer's Club it get me in the store again and convinced me to buy movies and other things while there for my games. Dropping this will drive out customers I would think.

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scottyp360

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@tnielsen2010: my guess is that they just weren't seeing a benefit. They probably focused on the sales numbers of videogames and were either losing money or just not benefitting from the program.

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theugly773

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Just when I was about to join up. And surprisingly, it took you guys a few days to actually post this article. This has been circulating since Friday, at least

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tnielsen2010

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This is pretty brutal, but probably makes sense for Best Buy. I was just about to go out and tack on another two years sometime this week.

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masscrack

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@tnielsen2010: i dont think you can stack.

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snugglebear

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I guess I have to go back to Amazon. And their spotty "no CE policy". And their "forgetting" to give the discount"

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Bread_or_Decide

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@snugglebear: amazon, the biggest online store in the world, somehow can’t keep their date n day arrival promises. Or it doesnt show in stock. I really hate amazon.

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scottyp360

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Edited By scottyp360

@snugglebear: my bigger gripe about Amazon is the shipping. Im glad I'll still have an option for 20% off once the GamerClub membership ends but I liked the option of store pickup and the guarantee that I'll have the game on launch day. There's been times in the past where I've preorder a game from Amazon and got them a day or two later. Not a big issue in the grand scheme of things but that's one of the main reasons for preordering an item. To get it right when it comes out.

I'll also miss getting an extra 20% off games when they go on sale.

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kylexile

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@scottyp360: Amazon really is weird with their shipping. I went from getting them the exact day, to 2 days later, and now I actually get a lot of things the day before they come out.

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scottyp360

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@kylexile: I stopped preordering games from Amazon after I received Uncharted 4 a couple days late. I just didn't trust them after that. Might be forced to give them a try again now that the gamer club is ending. I've really never had any other issues when it comes to Amazon. Everything else gets delivered on time if not a day earlier than expected.

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Spacegrass70

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@scottyp360: Amazon always breaks media in shipping: games, movies and cd cases are always messed up for the most part.

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Greyfox-101

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@snugglebear: How do they forget to give the discount? I have never encountered that problem, and the discount is reflected during the checkout process so even if they didn't add it, you could clearly see that before placing the pre-order.

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snugglebear

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@Greyfox-101: If you order far enough in advance they wont have it ion place yet. When you contact them about it they'll just say "remind us when your order ships.' The things you experience arent the only things happening in the world.

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Greyfox-101

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Edited By Greyfox-101

@snugglebear: "The things you experience arent the only things happening in the world."

Thanks for the unnecessarily snarky comment, as I was genuinely asking how they "forget" since it seems strange. Regardless, it seems like a bad system on Amazon's part to make the customer remind them of a discount on both sides.

I just checked to see if I could replicate by testing a Black Ops 4, Shadow of the Tomb Raider, and Metro Exodus (which just got delayed to 2019) pre-order, all of which reflected the discount right away in my cart.

Not saying your experience isn't true, but it seems like an outlier overall.

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xwingvmanx

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We crap.... was just about to sign up for the first time.... Looks like I just missed the boat

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souththdz

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Damn, I don't have a best buy in my area, but I kept hearing about this program. Sucks that this was shut down, now one of only other alternatives is that despicable pro system at gamestop.

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kylexile

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@souththdz: I refuse to ever shop at Gamestop again. After about the 5th time, at a 5th store, of them trying to sell me a used game as new I had enough.

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