EB Games is getting an extra life in Canada.
Electronics Boutique Canada, better known as “GameStop Canada,” has been acquired by the prominent French-Canadian entrepreneur Stephan Tetrault, the co-owner of McFarlane Toys. Specific terms of the acquisition, including financials, weren’t revealed.
As part of the deal, Tetrault is reviving the EB Games name, which was a staple in Canada for many years before it was rebranded as “GameStop Canada” in 2021.
In a press statement, Tetrault said the name change is “about bringing something back that Canadians truly loved,” promising to “build something special here, with community, nostalgia, and innovation at its heart.”
During this transition, EB Games Canada says day-to-day business “will continue as normal,” while “all products and services offered to our customers will remain unchanged.” This means that previously purchased pre-orders, gift cards, protection plans and Edge loyalty program memberships will be honoured.
The company says the transition to EB Games Canada will roll out nationwide in the coming months, and this includes updated signage, a redesigned website and new branding across digital and social platforms.
Going forward, the retailer says it aims to “return to its roots with a fresh identity that merges classic elements with modern retail experiences.” This includes plans for “enhanced in-store events, expanded product lines, deeper integration with pop culture brands, and a renewed focus on Canadians.”
In February, GameStop announced plans to sell off its Canadian and French operations. At the time, the company’s Montreal-born CEO, noted edgelord Ryan Cohen, cited “wokeness and DEI” in his decision to divest these divisions. (Less than two months later, Cohen ended up crying about Donald Trump’s tariffs affecting his business after repeatedly expressing his support for the U.S. president.)
Given that the GameStop brand as a whole has been struggling for years, even before Cohen’s tenure, it remains to be seen how the revamped “EB Games” will fare under Tetrault’s leadership. There are more than 185 EB Games Canada stores across Canada.
Image credit: Wikimedia Commons
Source: GameStop Canada
Update: 05/05/2025 at 6:17 p.m. ET — Added more details about EB Games’ reassurance that this won’t affect day-to-day business for customers.
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