A familiar name in Canadian gaming is making a comeback. GameStop Canada, previously known as Electronics Boutique (EB Games), is being revived under its original branding following a major acquisition. Stephan Tetrault, a well-known French-Canadian entrepreneur with deep roots in the collectibles and entertainment sectors, has officially acquired Electronics Boutique Canada Inc. from GameStop Global Holdings S.A.R.L.
With the acquisition, the retailer will now relaunch under the name EB Games Canada, a brand many Canadians still associate with their formative gaming years.
Return of a Recognizable Brand
The change marks a significant pivot for the retailer and signals a broader revitalization of gaming retail in Canada. The transition, already underway, includes a full brand refresh, with updated store signage, a redesigned website, and new digital assets being rolled out nationwide in the coming months.
“This isn’t just a business decision—it’s about bringing something back that Canadians truly loved,” said Stephan Tetrault, Owner and CEO of the newly rebranded EB Games Canada. “We’re going to build something special here, with community, nostalgia, and innovation at its heart.”
Tetrault brings with him years of experience in the entertainment and collectibles space and is aiming to restore a stronger connection between Canadian consumers and the retail gaming environment. The move is also seen as a strategic effort to create a more tailored and localized approach compared to the company’s U.S. counterpart.
A Focus on Canadian Gamers
The original EB Games branding had been replaced in 2021 when GameStop began standardizing its global operations. However, the shift never fully resonated with Canadian consumers, many of whom continued to refer to the stores as EB Games long after the name change. The new ownership is seizing this opportunity to re-establish a brand identity rooted in familiarity and local loyalty.
“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 Jim Tyo, President of GameStop Canada. “This is about passion, and that’s what’s going to drive every decision we make.”
According to the company, Canadians can expect a stronger focus on community-based retail moving forward. Plans for the rebooted EB Games include expanded product offerings, deeper integration with pop culture properties, and in-store events designed to appeal to collectors and long-time gaming fans.
A Retail Landscape in Flux
The relaunch of EB Games Canada comes at a time of significant transition for its former parent company, GameStop Corp. The U.S.-based retailer, headquartered in Grapevine, Texas, has faced several years of declining revenue and store closures as the industry increasingly shifts toward digital game distribution.
Founded in 1984, GameStop experienced a meteoric rise in the 2000s, reaching a peak in 2015 with more than 6,000 locations globally and annual revenue exceeding $9 billion. However, competition from digital platforms such as Xbox Live, PlayStation Network, Nintendo eShop, and Steam diminished the demand for physical game purchases.
GameStop attempted to diversify its business by venturing into collectibles and digital assets, including a short-lived NFT marketplace, which shut down in February 2024 amid regulatory uncertainty and operational difficulties.
The company also became a household name in early 2021 when it was caught in a stock market frenzy spurred by Reddit users on the forum r/wallstreetbets. This resulted in massive volatility in GameStop’s share price and drew global media attention.
More recently, GameStop closed nearly 600 stores across the United States in 2024 and is planning additional closures. The company has also explored ventures such as cryptocurrency investment as it looks to redefine its position in the evolving gaming ecosystem.
New Leadership, New Strategy
The acquisition by Stephan Tetrault introduces new leadership and a new direction for the Canadian division. By separating from the broader operational and financial challenges facing GameStop Corp., EB Games Canada is positioning itself to serve a specific and loyal customer base with targeted initiatives.
Tetrault was supported in the acquisition process by HNA, which acted as mergers and acquisitions and financial advisors.
Continued Presence Across Canada
With more than 185 locations across the country, EB Games Canada remains one of the largest gaming and collectibles retailers in the market. The company is headquartered in Brampton, Ontario, and has built its reputation as a “community specialist,” offering a mix of gaming software, hardware, accessories, and a growing selection of pop culture-related merchandise.
As the rebranding takes hold, the company will maintain its national footprint while refreshing stores with new branding and customer engagement strategies.
According to the company, the rebrand is more than symbolic. It reflects a commitment to investing in the customer experience, leveraging EB Games’ legacy while embracing current trends in fandom and gaming culture.
Anyone even remember what EB means?
It’s in the first paragraph of the article…