Best Buy is ending its gaming subscription services including the Gamers Club Unlocked (GCU) program, which offered discounts on new games for customers, as spotted by SlashGear. The GCU originally cost $99.99 for a two-year membership before being slashed to $29.99 back in March 2015. With membership, customers could receive 20 percent off new games, including pre-orders, and other benefits like better trade-in credits.
According to a memo released to employees and shared on Twitter, Best Buy will shut down its Gamers Club programs including free membership and paid tiers, and will no longer accept new members. Current members will still receive benefits, but won’t be able to renew their membership once it ends.
Only thing I can contribute to the Best Buy GCU reports is that 'GCU is dead', the memo pictured below was sent out today to employees and is real, current GCU members will get benefits until membership expires but cannot be renewed.— Wario64 (@Wario64) May 18, 2018
RIP GCU pic.twitter.com/T2t2L93wlW
The memo is dated May 20th and states that the company’s point-of-sale system has stopped “prompting for enrollment” and that employees should also stop offering GCU to new customers. It’s perhaps unsurprising that Best Buy is cutting the program, given that regular customers would be able to recoup their membership fee pretty quickly. That means the subscription service was likely eating into the company’s bottom line.
The company has not yet confirmed the news, although multiple Best Buy employees have confirmed the authenticity of the above memo. Best Buy still has its My Best Buy program, which offers benefits like member pricing on select items and a points scheme. But that’s arguably not as good as the GCU, especially if you’re a gamer. There’s no word yet on whether or not Best Buy will roll out a new program to replace the GCU.