GameStop Canada will soon operate as EB Games Canada following its acquisition by Quebec-based entrepreneur Stephan Tetrault. The video game retailer’s 185 stores across Canada will be rebranded in a nationwide transition.
Tetrault acquired Electronics Boutique Canada Inc., formerly known as GameStop Canada, from the struggling U.S.-based parent GameStop Corp. He founded Boisbriand-based Imports Dragon and is a co-owner of U.S. action figure company McFarlane Toys.
Figure 1: All Canadian GameStop stores to be renamed as EB Games
Relaunch Follows Strategic Reassessment
GameStop Corp. began reviewing its international holdings in February 2024. The company announced plans to sell its Canadian and French operations as part of this reassessment. The announcement followed several years of operational downsizing across global markets.
In 2024, GameStop exited Germany and had already closed stores in Ireland, Switzerland and Austria. The company also signalled its intent to sell operations in Italy.
GameStop saw annual sales drop 27 percent to US$3.82 billion in 2023. However, net income rose to US$131.3 million from US$6.7 million the previous year. The company had rebranded its Canadian stores from EB Games to GameStop in 2021.
Figure 2: The company had already announced plans to sell its Canadian and French operations
Original Brand Name Restored
The rebranding effort by Tetrault will reverse the 2021 change. EB Games Canada will be restored as the primary retail identity. “This isn’t just a business decision—it’s about bringing something back that Canadians truly loved,” said Tetrault. “We’re going to build something special here, with community, nostalgia, and innovation at its heart.”
The brand relaunch will include new store signage, a redesigned website and updated digital and social media platforms. These changes will roll out across all stores over the coming months.
Plans for Expansion and Engagement
Tetrault’s plans for EB Games Canada include enhanced in-store events and expanded product offerings. The company will focus on deeper integration with pop culture brands and a renewed Canadian customer focus.
Jim Tyo, President of GameStop Canada, confirmed the company’s new direction. “We want EB Games Canada to be more than a store—we want it to be the hub for gaming and fandom culture across Canada,” said Tyo. “This is about passion, and that’s what’s going to drive every decision we make.”
Tyo also announced planned renovations to existing stores. These updates will support the company’s broader mission to connect more closely with Canadian consumers.
Tetrault’s Expanding Business Interests
Tetrault has expanded his portfolio in recent months. In addition to Imports Dragon and McFarlane Toys, he became a partner at Canadian toy retailer Mastermind Toys last month. His acquisition of GameStop Canada aligns with his existing experience in consumer and retail sectors.
Founded in 1998, Imports Dragon is now one of Canada’s top five toy companies. Tetrault bought into McFarlane Toys in 2018. His ventures span both manufacturing and retail distribution channels.
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GameStop’s Divestment Strategy
GameStop’s decision to divest its Canadian unit reflects a wider trend in the company’s global strategy. On 18 February 2024, GameStop CEO Ryan Cohen posted on X (formerly Twitter) indicating the company’s intentions.
“Email M&A@gamestop.com if you’re interested in buying GameStop Canada or Micromania France,” wrote Cohen. “High taxes, Liberalism, Socialism, Progressivism, Wokeness and DEI included at no additional cost if you buy today!”
This message accompanied a strategic cost-cutting campaign and broader organisational shift. The company has been narrowing its market focus while dealing with declining brick-and-mortar sales.
Shift in Gaming Retail Landscape
The acquisition and rebrand come at a time of major change in the gaming retail space. Consumers are shifting to digital downloads and online marketplaces. Physical game sales continue to decline year-over-year.
Despite the trend, Tetrault sees opportunity in combining nostalgia with innovation. EB Games Canada will cater to gaming enthusiasts, collectors and pop culture communities. The revamped stores aim to offer more than retail, positioning themselves as cultural hubs.
Transaction and Advisory Support
HNA acted as M&A and financial advisor to Tetrault during the acquisition process. The parties did not disclose the terms of the transaction.
As of late 2023, GameStop Canada operated 193 stores. Following the acquisition, 185 of those will transition to the EB Games Canada banner. The remaining locations will likely be addressed in future business plans.
Retail Community Reacts
Industry observers note the significance of returning to the EB Games Canada brand. The brand held strong consumer recognition before the 2021 GameStop rebrand.
Tetrault’s vision focuses on engaging both long-time customers and new audiences. The company will prioritise retail experience, local relevance and product variety.
Conclusion
EB Games Canada will re-enter the market under new leadership. The brand’s return marks a new chapter in Canadian gaming retail. With expanded offerings and community focus, the company aims to meet evolving consumer demands while honouring its legacy.
