Trading Cards
Starting in 2024, GameStop has made efforts to expand into the market of graded trading cards
As part of ongoing turnaround and transformation efforts, GameStop has expanded its business by entering the graded trading card market, adding to its existing product offerings. This move aligns with its experience in the secondary market, similar to its established used video games model. Aspects of this strategy include:
- Trade-in and resale model: GameStop is applying structured intake rules for trading cards, allowing it to resell them at a profit.
- Market diversification: Expanding into collectibles provides an additional revenue stream and attracts a broader customer base beyond video game buyers.
- Rare card bounties: The company has introduced cash rewards for ultra-rare cards, such as a $25,000 bounty for a unique Lionel Messi card, generating interest and engagement.
- Dedicated spaces: According to some reports, "stores will start adding dedicated space for sports cards, trading card games and trade-and-play events for collectors to gather."
By leveraging its existing retail infrastructure and expertise in buying and reselling pre-owned items, GameStop is positioning itself within the trading card market while exploring opportunities for growth and customer engagement.
At the 2025 meeting of stockholders, GameStop CEO Ryan Cohen provided some comments on the move into trading cards.
We are focusing on trading cards as a natural extension of our existing business. The trading card market, whether it's sports, Pokémon, or collectibles, is aligned with our heritage. It fits our trade-in model, it appeals to our core customer base, and it is deeply embedded in physical retail. Unlike software, it's tactile. Unlike hardware, it has high margin potential. It's a logical expansion.
- On October 15, 2024, GameStop announced a collaboration with PSA, becoming an authorized PSA dealer, with PSA providing authentication and grading services for trading cards through select GameStop stores across the United States.
- On November 18, 2024, GameStop announced that Nat Turner, Chairman and CEO of Collectors Holdings, Inc., has been appointed to the Company’s Board of Directors.
- On March 20, 2025, GameStop announced that they were approaching the 1 millionth PSA card submission. On May 7, 2025, GameStop announced that the milestone had been reached, and the customer that did the submission received 1 year of free card grading.
