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GameStop is redefining its future, signaling a major shift away from its traditional focus on video games. CEO Ryan Cohen has revealed that trading cards are now a core component of the company’s strategic vision.
This announcement comes amid a broader strategic pivot that includes investments in Bitcoin, marking a significant departure for the retail giant. Cohen emphasized that expanding into trading cards, especially popular sets like Pokemon, is a “natural extension” of GameStop’s existing business model, citing the potential for substantial profit margins.
Pokemon Card Mania Fuels GameStop’s Strategy
The resurgence of Pokemon cards has played a pivotal role in this strategic shift. High demand has led to frequent sell-outs, with sets like Destined Rivals becoming increasingly scarce due to scalpers driving up prices for cards, special boxes, and accessories.
GameStop has capitalized on this trend by enhancing its Pokemon card services. The company now facilitates card grading through Professional Sports Authenticator (PSA), allowing customers to drop off their cards at GameStop stores for evaluation. While GameStop doesn’t grade the cards themselves, this service streamlines the grading process for collectors.
Financial Surge Driven by Collectibles
The increased focus on trading cards has already yielded impressive results. GameStop’s revenue surged by over 50% in the first quarter of 2025, largely attributed to the popularity of Pokemon cards. This financial upswing underscores the potential of collectibles to drive growth.
The GameStop brand has experienced significant volatility in recent years, from near bankruptcy to becoming the subject of the film “Dumb Money,” which chronicles the company’s stock price surge. Despite sporadic profits, GameStop has faced challenges, including store closures, layoffs, and the shuttering of its magazine, Game Informer, which has since been acquired by new owners.
This strategic pivot towards trading cards represents a bold move by GameStop to adapt to changing market dynamics and leverage new revenue streams in the evolving retail landscape.