EB Games, the Australian subsidiary of GameStop, has drawn the ire of Pokémon Trading Card Game (TCG) collectors following a controversial pre-order strategy for an upcoming 30th-anniversary celebration set. The retailer initially listed exorbitant prices for the set's products, a move described as a tactic to discourage scalpers.
According to EB Games' Managing Director Shane Stockwell, the company's priority was to ensure genuine fans had a better chance to secure limited products while making it difficult for resellers. "Scalpers don't build communities. Fans do," Stockwell stated in a message posted to the company's Instagram.
The initial prices were described as "outrageous" and part of a deliberate strategy. However, the plan appears to have backfired, with many customers who placed pre-orders at these inflated prices now being notified that they will be charged the correct, lower price. For instance, an Elite Trainer Box (ETB), initially listed at a significantly higher price, is now set to cost customers $120 AUD ($83 USD). This is still above the standard manufacturer's suggested retail price (MSRP) of $60 USD for an ETB.
Further compounding the issue are the prices for the Ultra Premium Collections. While The Pokémon Company International has not yet officially announced pricing, EB Games' adjusted price for these items is $305 USD. This is a substantial increase from the typical $120 USD price point for previous Ultra Premium Collections.
Customers who placed orders at the inflated prices expressed significant frustration online, feeling misled by the retailer's actions. EB Games acknowledged these reactions, thanking those who "trusted us" and "backed us through the process." The company also appealed for calmer discourse, stating, "To those in the Pokémon community who chose to express their frustration with insults, personal remarks and unnecessary hostility, I’d simply ask this, let’s be better than that."
Critics, however, argue that such a tactic, especially from a large corporation like GameStop, is unwarranted and ultimately still results in inflated pricing for dedicated fans. The company has been contacted for further comment regarding the pricing strategy and its reception.