French-Canadian entrepreneur Stephan Tetrault has acquired GameStop Canada from GameStop Global Holdings S.A.R.L., with plans to relaunch the chain under its former EB Games Canada banner, the company announced Monday. The acquisition, encompassing over 185 retail locations nationwide, signals a bold vote of confidence in the future of specialty retail at a time when the sector continues to evolve.
“This isn’t just a business decision—it’s about bringing something back that Canadians truly loved,” said Tetrault, now Owner and CEO of EB Games Canada. “We’re going to build something special here, with community, nostalgia, and innovation at its heart.”
Canadian Retail Renaissance
Tetrault’s acquisition represents a significant investment in Canadian retail infrastructure at a crucial juncture for the industry. While the retail landscape has faced challenges, this move demonstrates confidence in the sector’s resilience and ability to adapt.
“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, who continues as President. “This is about passion, and that’s what’s going to drive every decision we make.”
The return to the EB Games branding—a name that resonated strongly with Canadian consumers before being phased out in 2021—reflects a strategic emphasis on local brand identity and consumer loyalty. This approach acknowledges the unique characteristics of the Canadian market and recognizes the equity built in the EB Games name over decades.
Physical Retail in the Digital Age
The acquisition highlights the continued relevance of physical retail in an era of digital distribution. While approximately 95% of video game sales now occur digitally, brick-and-mortar locations continue to serve essential functions in the gaming ecosystem that cannot be replicated online.
Industry analysts point to several key advantages physical stores maintain in the gaming retail space:
- Collectibles Showcase: Physical locations allow consumers to examine limited editions, collectible figures, and gaming memorabilia before purchase—an experience that digital channels cannot duplicate.
- Community Building: Retail locations serve as gathering spaces for gaming communities, hosting tournaments, launch events, and other experiences that foster connection among enthusiasts.
- Expertise and Curation: Store associates provide personalized recommendations and product knowledge, adding value beyond simple transactions.
- Immediacy: Despite digital downloads, there remains demand for immediate access to new releases without waiting for downloads or shipping.
The revival of EB Games demonstrates how specialty retailers are evolving beyond traditional product sales to become experience destinations and community hubs. This transformation has proven effective across various retail sectors, with companies focusing on creating environments that digital commerce cannot replicate.
Strategic Portfolio Expansion
Tetrault’s acquisition of GameStop Canada follows his April 16 investment in Mastermind Toys, where he joined as a partner alongside retail veterans Joe Mimran and Frank Rocchetti. These moves position him as an emerging force in Canadian specialty retail, with investments in complementary business categories.
As founder of Montreal-based toy manufacturer Imports Dragon and co-owner of American action figure company McFarlane Toys, Tetrault brings substantial industry experience to these ventures. His background spans product development, licensing, manufacturing, and retail—a comprehensive perspective that could yield innovative approaches to merchandising and customer engagement.
While EB Games and Mastermind Toys will operate as separate businesses under Tetrault’s investment portfolio, both occupy adjacent market segments in toys, collectibles, and entertainment—categories that have demonstrated resilience even as other retail sectors have faced challenges. This strategic positioning in experience-focused retail reflects Tetrault’s apparent confidence in specialty retail’s future.
Industry observers note that Tetrault’s growing retail investments represent a significant vote of confidence in the future of experiential retail in Canada. By backing established brands with strong consumer recognition, he is building a portfolio focused on passion-driven consumer categories where emotional connection to products remains paramount.
Toronto Retail Impact
The acquisition will have particular significance for Toronto’s retail landscape, with seven prominent locations throughout the Greater Toronto Area set to undergo rebranding in the coming months:
- 267 Yonge Street across the street from CF Toronto Eaton Centre
- Yorkdale Shopping Centre
- Fairview Mall
- Dufferin Mall (currently operating as EBX)
- RioCan Marketplace on Steeles Avenue West
- Stockyards Power Centre on St. Clair Avenue West
- Gerrard Square
These locations represent key retail touchpoints across diverse neighbourhoods and shopping centres. The downtown Yonge Street location in particular serves as a high-visibility flagship in Toronto’s commercial core, where foot traffic and tourism create significant exposure opportunities.
The company has confirmed that day-to-day operations will continue uninterrupted during the transition. All existing customer services and benefits will remain unchanged, including pre-orders, gift cards, product protection plans, and the EDGE Rewards Program.
Gaming Retail Evolution
The gaming retail sector has undergone profound transformation over the past decade, with digital distribution platforms like Steam, PlayStation Store, and Xbox Game Pass reshaping how consumers access content. Despite these shifts, successful physical retailers have found ways to remain relevant by expanding beyond game sales.
Industry data shows that while digital game sales dominate the $217 billion global gaming market, physical retailers have successfully pivoted toward merchandise, collectibles, and experiential offerings. The global gaming collectibles market alone has grown into a multi-billion dollar segment, with items ranging from limited edition figurines to apparel and accessories.
This diversification has proven critical for specialty gaming retailers. By focusing on exclusive physical products that cannot be digitized, stores create reasons for consumers to visit in person. The strategy aligns with broader retail trends emphasizing experience over mere transaction—creating environments that engage consumers on multiple levels.
Innovation Opportunities
Tetrault’s acquisition opens several potential avenues for innovation in the gaming retail space. Industry experts suggest several possibilities for the revitalized EB Games brand:
- Enhanced In-Store Experiences: Expanded event spaces for tournaments, game demonstrations, and community gatherings could transform stores into social destinations.
- Cross-Category Merchandising: Leveraging Tetrault’s connections in the toy and collectibles industry could bring exclusive products and collaborations.
- Omnichannel Integration: Opportunities to seamlessly blend physical and digital retail experiences through features like in-store pickup, endless aisle technology, and loyalty programs.
- Experiential Retail: Following models that have proven successful in other specialty sectors, stores could incorporate interactive elements like gaming lounges and virtual reality stations.
The rebranding is expected to begin rolling out across Canada in the coming months, with the company’s online presence temporarily continuing at gamestop.ca during the transition.
For Toronto’s retail landscape and the broader Canadian market, the revival of the EB Games brand under Tetrault’s ownership represents a significant investment in specialty retail at a time of continued evolution. The move demonstrates confidence that brick-and-mortar retail, when properly positioned around experience and community, maintains a vital role in the consumer landscape.
Dustin Fuhs is the Editor-in-Chief of 6ix Retail. He is the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication. He has over 20 years of experience in the retail, marketing, entertainment and hospitality industries, including with The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Dustin was named as a RETHINK Retail Top Retail Expert in 2024 and 2025.