Do you have data showing it's not true? Oh, when you worked at EB, a company that no longer operates in the US because they weren't able to keep up with another specialty retailer, it must be true! (EB "merged with", was bought out by, GameStop over a decade ago - except their international stores, which were considered somewhat separate and are now completely separate from the original company)
Oh, since people mentioned it in THIS thread, it must be true!
Consoles don't make much money at all, and often are loss leaders. Way back when I worked at EB in college, it was told to us that if we sold a SNES without an attached game and the customer used American Express it was actually a loss. Games are where the margin lies, it has always been like that. If the console margin is razor thin, and the games margin are razor thin, then why would ANY retail business deal with gaming at all? Do the logic here. They make a ton on games. They make money on GCU games, maybe not as much as they would like, but they do (except for maybe big sales, like BF which is why they nixed that two years back). No program would operate at a loss as long as this one if it didn't. And they definitely would not have let it stack with other discounts (minus price match) from the beginning if it was a loss.
As far as how easy it is, the answer is in your post. They had to outsource it to specialists because it isn't easy to do in house. BB simply isn't set up for that sort of thing, it would be cheaper to just ride it out and as we agree, most people are done by early 2020. Then you can just set an end date and deal with the people that renewed for a decade on a case by case basis.
Do the logic here. GCU was clearly never designed to make money through the sale of a discounted item - BB knew that buying 2 games would already "lose" them a dollar amount greater than annual admission. The point was to drive people into purchasing more related products like accessories, and driving use of reward certificates.
Also - I never said it was outsourced to specialists. It was outsourced to the lowest bidder, and could just as easily have been done in-house - but the cost of the contract was less than the cost of paid hours for our own staff. It's basic clerical work, not rocket science - we gave them an Excel sheet, they plugged in a few pieces of account information, and put the pages in a pile so the next person could look at a cell, cut a check, and move on. It's exceptionally easy, and they only headache it would cause Best Buy would be choosing which contact labor company to send it to.
http://latimesblogs....video-game.html the study for this article (8 years old) had retailer margin at $15 on a $60 game - meaning GCU would give a profit of 2 and change, which isn't exactly going to pay overhead costs associated with a b&m
https://www.google.c...akdown-514/amp/ here's another article, referencing the same rough figures. You can find more, I'm sure, and they're all fairly consistent the the amount going to the retailer is roughly $15, not the vast pile of cash you seem to think it is.