GAME discontinues Xbox All Access and its reward program
Over recent days, GAME has implemented several changes, including the discontinuation of its reward program, departure from Xbox All Access, and seemingly a shift toward smaller concession outlets.
According to Eurogamer, the UK-based retailer confirmed it will cease to offer Xbox All Access by the end of June. This program allowed customers to purchase an Xbox Series X|S console through a 24-month installment plan, which also included Game Pass.
This adjustment is part of GAME's ongoing strategy to relocate its standalone stores into concessions within other shops owned by its parent firm, Frasers Group.
A spokesperson from GAME informed Eurogamer about the discontinuation of Xbox All Access, stating: "GAME is streamlining its credit offering and will stop providing Xbox All Access from June 26. Existing Xbox All Access customers will not be affected by this decision."
"Our full range of Xbox products remains available, and customers can still apply for flexible financing options through Frasers Plus," the spokesperson added.
Microsoft also confirmed that the Xbox All Access program will continue to be available through other UK retailers such as Smyths Toys and 4Gadgets.
Additionally, earlier this week, GAME announced it will end its Reward Programme and Elite Membership Scheme on July 31, 2024. Members can earn points on purchases until July 15, but they must use the points before the program's end date, or they will be forfeited.
The retailer elaborated, "Post-closure, GAME Reward points will reset to zero, and the GAME Reward account will be closed, making redemption and access impossible."
Earlier in the year, it was reported that GAME staff were bracing for potential redundancies as employees were shifted to zero-hour contracts. Moreover, the UK gaming retailer ended its pre-owned sales in January.
Frasers Group acquired GAME in 2019. Last year, Managing Director Nick Arran stated his vision for the retailer as the "last man standing selling physical video games."
