EB Games is celebrating the 10th anniversary of their online loyalty service, EB World. The celebration includes a range of EB themed merch as well as inciting a spending war between loyal customers.
The anniversary includes limited edition loyalty cards available for pick up instore, custom backpacks, tote bags and a pin set featuring EB Games branding. Nothing screams “I’M A GAMER” like supporting the retail outlet over the actual games or developers, right?
The anniversary is also boasting a rare opportunity for customers to reach the mythical Tier V loyalty rank. EB loyalty ranks are earnt by collecting “Carrots” to reach certain point thresholds. Buying merchandise or trading in games is the primary method of acquiring Carrot with the final Carrot goal being 9,500 to reach Tier IV.
Tier V has been a mysterious goal for loyal customers with the official EB World Team inferring that admission to the exclusive rank is not solely based on Carrot count. As digital game retailers poached more and more customers, the criteria for Tier V eligibility was simplified. Up to this event, invitation to Tier V awarded to the top 1,000 spenders within certain, non-specific periods.
EB Games is now allowing the top 9,999 Carrot earners access to Tier V. However, only the money spent on games traded between now and September 1st will be recognised for the competition – which means my personal stash of 13,710 Carrots count for bust! This promotion effectively generates a competition between loyal customers that have long been ignored by the prestigious Tier V rank who are desperate to finally be involved.
As of writing, a loyal customer with the initials “KL” currently holds first place with a whopping 57,620 Carrots. Considering the exchange is one Carrot to one dollar for new products and two carrots for preowned titles and trading in games, that is an incredible investment in such a short period period of time.
The benefits to the exclusive Tier V rank include:
- 14 day Preorder Hold Guarantee
- 14 day Game Guarantee
- 30 day Gift Guarantee
- 25% Bonus Trade Credit
- $20 Birthday Voucher
- Level up bonus
- Anniversary Reward
- Welcome to Level V Reward
- Personalised EB World card
- Exclusive Facebook Group
- Priority Customer Service email
EB Games’ desire for competitive spending is clear with a literal leaderboard indicating current Carrot levels. The risk is present for existing Tier V members (with the ability to drop a monstrous amount of money on whim) to dominate the top of the leaderboard. In that situation, the competition remains unclear if the Tier V invite would then be shared with the 10,000th spender and so on.
In light of the hardships faced by EB Games, competitive tactics to bolster customer spending make too much sense. Contending with digital marketplaces, coupled with the social restrictions borne from Covid-19, crippled business throughout 2020. Financial hardships for the retailer have been notable since before the global pandemic with a clear example being the mass closure of 19 stores around Australia in early 2020.
Time will tell if this venture will mitigate the the profit slump EB Games is experiencing or if it will be a last spike of success from pitting loyal customers against each other for boasting rights. As the last physical game retail store in Australia, EB Games needs every incentive they can offer to gamers.