TCG

Goodbye to GameStop as we know it: this is the new booming strategy the retailer will focus on

The video game retailer is looking to reinvent itself by betting big on popular TCGs like Pokémon and Magic: The Gathering.

Gabriel Huerta

Update: Jun 16th, 2025 18:10 CEST

It is not surprising that the market for physical video games is in decline. For some years now, digital distribution and faster internet connection speeds have made gamers prefer to start playing immediately, without having to wait for a physical copy. Retailers such as GameStop have had to adapt their strategy to this change in habits.

One of GameStop’s biggest moves came in 2024, when it launched an initiative to buy and sell Pokémon TCG cards. And, apparently, this gamble has paid off. At its 2025 annual meeting, CEO Ryan Cohen announced that, thanks to cost-cutting, better inventory management, the closure of unprofitable stores, and a renewed focus on “core fundamentals” such as collectible cards, the company had achieved its first profitable quarter in six years. Cohen described this strategy as a “natural extension” for the physical retailer and previewed that GameStop will increase its focus on collectible cards, including sports, Pokémon, and other popular franchises.

2005 Umbreon Gold Star Holo — The Pokémon card market is one of the most iconic and difficult to collect. Prices of all kinds and more than two decades of history. Below are the 10 most expensive Pokémon TCG cards, a list of mostly PSA (Professional Sports Authenticator) graded copies. Approximate value: 70 thousand dollars The first card in this ranking follows a pattern you will see in many of the cards listed: it was given to the best players in the Pokémon TCG competitive scene. During the fourth season of the Pokémon Players Club, if you reached a certain ranking, you were rewarded with this card.

Tamamushi University Magikarp — Approximate value: 78 thousand dollars A card about how such a wonderful Pokémon as Magikarp became one of the most expensive in the world. It was given to the winners of a battle during the Hyper Test at Tamamushi University.

Super Secret Battle No. 1 Trainer — Approximate value: $90,000 A mystery card given to the 1999 regional champions in Japan. It was both a prize and a ticket to the finals held in Tokyo in August of that year.

Trophy Pikachu Gold — Approximate value: $128,000 A card awarded at the Lizardon (Japanese name for Charizard) Mega Battle, considered the first official national Pokémon tournament. It was awarded to the top three players in the tournament.

Pokemon Neo Genesis Lugia Holo — Approximate value: $144 000 dollars One of the most popular second-generation Pokémon, and a card that is particularly difficult to grade by specialized companies due to the problems with the production of the set. This one is in perfect condition.

Kangaskhan-Holo — Approximate value: $150,000 A card used as a prize in a 1998 tournament in Japan that pitted teams of fathers against teams of sons.

Ishihara GX - Carta firmada — Approximate value: 247 thousand dollars A rare card in which the main character is not a Pokémon. It is Tsunekazu Ishihara, the creator and founder of The Pokémon Company. A card given to members of the company in 2017 to commemorate Ishihara's 60th birthday.

Blastoise Galaxy Star Holo - Pokemon Commission Presentation — Approximate value: 360 thousand dollars One of the rarest cards in history. Originally created by Wizards of the Coast, creators of Magic: The Gathering, to win the bidding for the rights to the English version of Pokémon TGC.

Charizard Shadowless 1st Edition Holo - Pokemon Base Set — Approximate value: 420 thousand dollars The dream of many, the object for which Pokémon card collecting began to go viral.

Approximate value: $6 million

The Holy Grail of Pokémon card collecting. It was a prize in an art competition in the 1990s, and there are less than 20 in the world. — Approximate value: $6 million The Holy Grail of Pokémon card collecting. It was a prize in an art competition in the 1990s, and there are less than 20 in the world.

Physical playing cards as a lifeline

It seems that these efforts in the collectible card market have paid off. This sector has experienced a remarkable boom in recent years, with franchises such as Pokémon TCG and Magic: The Gathering achieving resounding success. Despite the popularity of their digital versions, such as Pokémon TCG Pocket and Magic: The Gathering Arena, GameStop’s strategy is based on the premise that physical cards cannot be replaced as easily as traditional video games.

While GameStop’s foray into the world of collectible cards does not guarantee sustained success, first-quarter 2025 results suggest a glimmer of hope for the company. The continued popularity of Pokémon TCG and the introduction of successful collaborations, such as the Final Fantasy collaboration on Magic: The Gathering, could offer GameStop a promising avenue to secure its place in the changing retail landscape.