Best Buy’s Gamers Club Unlocked is undergoing yet another metamorphosis, and it’s a pricey one. The new membership costs $119 for two years. Yes, that is $119 in American currency, folks. Benefits of the program include 20 percent off new games, two times the reward points on purchases and 10 percent off pre-owned games. Members can purchase three copies of each new game across any platform, such as two PS3 copies and one Xbox 360 copy. The program begins Nov. 10.
Current Gamers Club Unlocked members and those whose membership expired within six months of Nov. 15, 2013 will get a special coupon to extend their membership for two more years at $30. The magazine @Gamer and the coupons it usually contains will be discontinued in May 2014. Current members will keep getting it until then, it won’t be offered to anyone joining now. You can still sign up for an unpaid Gamers Club membership.
The initial fee is worth the price of two full games, and you’re still five purchases away from seeing any real benefit to this. You may be missing out on sales and promotions at other retailers, such as Target’s Buy 2, Get 1 Free for PS4 launch week. This is the most expensive reward program among gaming retailers by far.
I’m not sure who this is designed to appeal to. The gamer that buys more than 10 brand new games is going to shop around for the best deals. Sometimes that will be Best Buy, sometimes it may be Amazon or GameStop. The price is too steep for anybody that buys less than 10 games a year. I will be amazed if this catches on. Also, brick-and-mortar stores aren’t doing well right now. What happens if Best Buy is no longer in business a year and a half from now? With a full slate of holiday games available, two new consoles on the market and Black Friday sales looming, will you be willing to drop $120 just to join a reward program?
Site [Best Buy]