In general a $10 cert/giftcard is split $5 by BB $5 by the company, BB gets discounts on bulk orders so with extremely large AAA sellers they don`t even really "feel" the $5 "loss".
My money is that there's a split on the loss from a shallow view point on it.
There are various (in less magnitude) reasons why a publisher might want to reject a freebie if that's what BB is offering...but yeah, probably a split to factor in too.
Since that's what I think, I'm not so inclined to blame publishers for not making the list since who knows what that split would be.
That wouldn`t make sense since a reward cert can only be spent @ BB anyways. The hope is that the GS trade in cycle is adapted there was an article which one of the BB mods commented on explaining it better but I can`t locate it.
I'm actually rather surprised that the reward cert isn't for in-store pre-orders only. It would make more sense if they took the hit (or partial hit) in exchange for getting you to come to the store twice.
Sony loves those buy ___ game get $10-$20 off a controller, PS+/PSN and/or other Sony 1st party title since it effectively ensures they get the double dip. Generally, nowhere near as good as the $10 cert unless you need the PS+ or want the other game too. A few times the TIV`s worked out to where you could trade in both games and rebuy for a better deal though.
Can Sony please give best buy permission to put ps4 exclusives with this promo ? :(