EB Games is getting an extra life in Canada. Electronics Boutique Canada, better known as GameStop Canada, has been acquired by the prominent French-Canadian entrepreneur Stephan Tetrault, the co-owner of McFarlane Toys. Specific terms of the acquisition, including financials, weren’t revealed. As part of the deal, Tetrault is reviving the EB Games name, which was a staple in Canada for many years before it was rebranded as “GameStop Canada” in 2021.
In a press statement, Tetrault said the name change is “about bringing something back that Canadians truly loved,” promising to “build something special here, with community, nostalgia, and innovation at its heart.” During this transition, EB Games Canada says day-to-day business “will continue as normal,” while “all products and services offered to our customers will remain unchanged.” This means that previously purchased pre-orders, gift cards, protection plans, and Edge loyalty program memberships will be honored.
The company says the transition to EB Games Canada will roll out nationwide in the coming months, and this includes updated signage, a redesigned website, and new branding across digital and social platforms. Going forward, the retailer aims to “return to its roots with a fresh identity that merges classic elements with modern retail experiences.” This includes plans for “enhanced in-store events, expanded product lines, deeper integration with pop culture brands, and a renewed focus on Canadians.”
In February, GameStop announced plans to sell off its Canadian and French operations. At the time, the company’s Montreal-born CEO, noted edgelord Ryan Cohen, cited “wokeness and DEI” in his decision to divest these divisions. (Less than two months later, Cohen ended up crying about Donald Trump’s tariffs affecting his business after repeatedly expressing his support for the U.S. president.) Given that the GameStop brand as a whole has been struggling for years, even before Cohen’s tenure, it remains to be seen how the revamped “EB Games” will fare under Tetrault’s leadership.
There are more than 185 EB Games Canada stores across Canada. The rebranding is expected to bring a nostalgic touch back to Canadian gamers who remember the original EB Games stores that flourished in the 1990s.
“This isn’t just a business decision—it’s about bringing something back that Canadians truly loved,” said Tetrault. “We’re going to build something special here, with community, nostalgia, and innovation at its heart.” Tetrault’s vision includes revamping the EB Games brand to include enhanced in-store events, expanded product lines, deeper integration with pop culture brands, and a renewed focus on Canadians.
Jim Tyo, President of GameStop Canada, echoed this sentiment, stating, “We want EB Games Canada to be more than a store—we want it to be the hub for gaming and fandom culture across Canada. This is about passion, and that’s what’s going to drive every decision we make.”
Since 2016, GameStop has been pulling out of other countries, selling off their assets in some cases to recoup mountain losses. First, they pulled out of the UK, then Austria and Switzerland, followed by Ireland, Germany, and Italy. Along with seeking to sell the Canadian operations, the company is currently still looking to pull out of France and sell their assets there.
The transition from GameStop back to EB Games will roll out nationwide over the coming months, including updated store signage, a redesigned website, and new branding across digital and social platforms. This rebranding will include all 185 Canadian locations, promising to restore the beloved name to its former glory.
As the gaming landscape continues to evolve, the return of EB Games Canada under new ownership reflects a commitment to revitalizing the local gaming community. The nostalgia associated with the EB Games name is expected to resonate with many Canadians who grew up visiting the stores.
The new branding and focus on community engagement could potentially attract a younger audience while catering to long-time fans. The plans for in-store events and expanded product lines also indicate a shift towards a more interactive retail experience, which could be crucial for the brand's success in today's competitive market.
In summary, the revival of EB Games Canada marks a significant moment in the country’s gaming retail history. With Tetrault at the helm, the company is poised to re-establish itself as a central player in the gaming community, blending nostalgia with modern retail practices. As the transition unfolds, many will be watching closely to see how this beloved brand adapts and thrives in the ever-changing landscape of video game retail.
