Dive Brief:
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Gaming retailer GameStop has been aggressive in its efforts to keep afloat in the tough gaming market, going as far as tampering with boxes to remove coupons for digital games, as well as nurturing a lucrative trade-and-sale business.
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Now the company has announced that it will accept other retailers’ gift cards as payment. Shoppers can input the card information online and they will be sent a GameStop card instead, or use it in store.
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GameStop is working with Blackhawk Network Holdings, Inc.’s gift card exchange company Cardpool to offer the service.
Dive Insight:
For kids who don't know what to do with that practical gift card they got from a relative who doesn’t know them very well (or is trying to send a message), GameStop has the ultimate temptation. Certainly Cardpool is shaking up the retail gift card business by offering people a way to unleash some amount of cash from gift cards for which they have little use.