EB Games Returns to Canadian Hands After GameStop Sale
TORONTO — One of Canada’s most iconic gaming brands is making a comeback. After years under American ownership, the company once known as EB Games will return to its roots following the acquisition of GameStop Canada by French-Canadian entrepreneur Stephan Tetrault.
GameStop, which originally began in 1984 and became a household name through a turbulent journey including the dot-com bust, the meme-stock frenzy, and a recent Hollywood adaptation, acquired and rebranded EB Games Canada in 2021. The move drew criticism from Canadian gamers who saw the red-and-white EB Games brand as a cultural staple in shopping malls and suburban plazas.
Now, the pendulum has swung back. With over 185 stores nationwide, GameStop Canada will soon shed its American identity and relaunch as EB Games Canada under full Canadian ownership. Tetrault, who has built his reputation in the collectibles and entertainment industries, says the shift is not just business—it’s personal.
“This isn’t just a business decision—it’s about bringing something back that Canadians truly loved,” said Tetrault, now Owner and CEO of the revived EB Games. He emphasized a return to community, nostalgia, and innovation.
The rebranding will unfold over the next several months, bringing updated signage, a redesigned website, and a fresh identity across social platforms. According to company leadership, the renewed EB Games Canada will place greater emphasis on in-store experiences, collector culture, and the preferences of Canadian gamers.
While the brand is returning to familiar territory, the approach will be modern. Plans include deeper partnerships with pop culture brands and a renewed focus on community-building through events and curated product lines.
Jim Tyo, President of GameStop Canada, noted that the aim is to make EB Games more than a store—it will be a hub for gaming and fandom culture in Canada.
Tetrault was supported in the acquisition by HNA, which acted as the lead financial and M&A advisor. The full transition is expected to be completed nationwide by the end of the year.
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