After The Shiny Pokemon Distribution Debacle, GameStop Has More Codes In Stock, Except There's A Catch

GameStop is conducting a second distribution of exclusive Shiny Koraidon and Miraidon codes for Pokémon Scarlet and Violet, following a "botched" initial event that led to widespread scalping on eBay. However, this new distribution is facing criticism due to limitations, including codes being printed on receipts instead of collectible cards and stores receiving only 50 codes each, which GameStop attributes to the publisher. This situation underscores ongoing operational challenges and negative customer sentiment surrounding the retailer's handling of promotional events, initially seeing codes resold for up to $130.

Analysis

One week after a botched shiny distribution event for Pokemon Scarlet and Violet at GameStop saw the codes end up in the hands of scalpers and immediately listed on eBay, the retailer is attempting to make amends by hosting another distribution event. You wanted more Shiny codes. We bugged Pokémon until they gave in. More Koraidon and Miraidon codes are here — only at GameStop. pic.twitter.com/MUiK5LNNZx — GameStop (@gamestop) October 4, 2025 In a post shared on social media, GameStop shared that it would be hosting a second wave of distribution for Shiny Koraidon and Miraidon at its stores. It comes after the retailer "bugged Pokemon until they gave in." It's a nice step forward after the initial screw-up, but as with most things, there's a catch. For one, if you're a collector of items, then the codes in this second wave will be printed on a receipt and not on a piece of collectible cardstock. Things don't stop there, either, as one customer noted in the replies that GameStop stores have been limited to just 50 codes per store, making things ultra-limited. A decision GameStop says it has no control over. "If you’re aware that it’s still limited, don’t act like your actions are the saving grace to this issue," one customer responded, noting that the retailer is still ultimately responsible for a failed launch that could've been avoided altogether with proper guidelines. The Initial Launch Was A Major Letdown As TheGamer reported last week, codes were going for as low as $39.99, with bids stretching into the near-$50 mark, all for one single distribution card. A dual-pack of two cards, one for each shiny, had exceeded $130 at the time of writing. Flash forward to today, and things have improved somewhat, though it's worth noting that the listings for as low as $2 are clones completed via trade, if that matters to you. Either way you chalk it up, it's a rather crummy situation, and even with some sort of recourse, it still isn't remedied. - OpenCritic Reviews - Top Critic Avg: 71/100 Critics Rec: 48% - Released - November 18, 2022 - ESRB - E For Everyone Due To Mild Fantasy Violence - Developer(s) - Game Freak - Publisher(s) - Nintendo, The Pokemon Company - Engine - Proprietary Engine - Multiplayer - Local Multiplayer - Cross-Platform Play - no GameStop's (GME) handling of the exclusive Pokémon Scarlet and Violet promotional code distribution highlights significant operational challenges and has resulted in negative brand sentiment, as reflected by a moderately negative sentiment score of -0.5. The initial "botched" launch led directly to a secondary market on eBay (EBAY) where codes were scalped for as much as $130 for a dual-pack. The company's attempt to remedy the situation with a second distribution wave is also drawing criticism due to severe limitations, including a supply of only 50 codes per store and their issuance on non-collectible receipts. While GameStop deflects responsibility for the limited supply to the publisher, the event underscores a failure to manage a high-demand product launch, a critical function for a specialty retailer. Although the market impact score is low at 0.25, suggesting this single event is not financially material, it represents a tangible reputational risk and a failure in operational execution that damages customer goodwill.

Key Decisions for Investors

• Investors in GME should view this as a negative indicator of the company's operational execution and ability to manage high-value exclusive partnerships, which are central to its retail strategy.
• Monitor customer sentiment and brand perception closely, as continued failures in promotional events could erode the loyal customer base that is critical for GME's long-term viability.
• While the immediate financial impact is low, this event adds to a pattern of operational concerns, and investors should weigh this against any bullish turnaround narrative.
• The event is neutral for eBay (EBAY), merely reinforcing its position as the dominant secondary market platform, and does not alter its investment thesis.