Update: EB Games has quietly changed their social media post regarding this announcement to say Fast Pass holders will get their consoles before regulars and that the events are now open to all. Their website is yet to reflect these changes.
Ahead of the Nintendo Switch 2 release on June 5th, EB Games has announced a series of midnight and breakfast launches across select Australian stores. But there’s a catch: access is locked behind a so-called “Fast Pass” system. Only customers trading in their current Switch console or those paying $49 for an EB World Plus membership will be able to attend the launch… at least, according to the marketing. After obtaining a leaked internal memo from an EB Games staff member and confirming its authenticity, I can tell you this isn’t the whole story. It’s a misleading tactic designed to pressure fans into paying for access to something that used to be free. Let’s break down what’s really going on and why the community is right to feel frustrated.
The Paywalled Launch
EB Games hyped up the Switch 2 midnight launch with a marketing push that many found outrageous, and frankly, out of touch. The catch? Only customers who trade in their Switch 1 Hardware in 2 weeks before launch, or members of their new EB World Plus program, would get access to information about these launches. At first, I honestly thought it was an April Fools’ joke as it felt so disconnected from what midnight launches have always represented, a celebration open to all fans, not just those willing to pay extra. Just a few weeks ago, I wrote about the magic of midnight launches and how they used to bring the community together in celebration, turning game releases into shared cultural moments. It was a nostalgic look back at a time when showing up at midnight was about excitement, not exclusivity. This latest move from EB Games feels like the exact opposite of that spirit, and it’s disappointing to see how far things have shifted.
What EB Games Isn’t Telling You
I’ve obtained an anonymous screenshot from an EB Games point-of-sale system containing an internal staff memo about the midnight launch policy. According to the memo, staff won’t turn customers away if they don’t have EB World Plus, but those customers simply won’t receive any information about the event. This approach feels like a deceptive way of luring customers into signing up for the program. Rather than being upfront and inclusive, EB Games is quietly withholding information to create a false sense of exclusivity and to nudge fans toward paying for membership out of fear of missing out. It’s a disappointing move that suggests EB Games cares more about pushing subscriptions than preserving the community spirit that midnight launches have always fostered, as well as looking after the very customers who keep them in business.
EB World Plus and Lost Trust
This paywall is just the latest in a series of stumbles by EB Games with their EB World Plus program. When the subscription launched, it was widely panned by the community, seen as a cash grab rather than a genuine value proposition. Then came the infamous voucher blunder, where some users were mistakenly sent $120 worth of vouchers, only for EB Games to retract the offer soon after, leaving many frustrated and confused. Adding to the frustration, EB Games used the program to lock Pokémon TCG preorder opportunities behind the paywall, sparking complaints from fans who felt excluded from a popular and time-sensitive product.
That said, it’s only fair to acknowledge that EB World Plus does offer some genuine benefits, discounts, early access to certain sales, and occasional exclusive content that can be valuable to the right customers. The issue isn’t the program itself, but how it’s being used to gate experiences that were once open to all. Each of these moments chipped away at the goodwill and trust EB Games had built. Now, paywalling midnight launches and preorders feels like another step away from the fans, not toward them.
Losing the Magic
I loved hosting midnight launches during my years at EB Games. They weren’t just about getting a game before anyone else, they were about the joy of anticipation, the camaraderie of waiting alongside fellow fans, and the simple thrill of sharing a moment in gaming history. I still remember the amazing nights waiting for Skyrim, Battlefield 3, and Call of Duty when gamers across the country were united in celebration. Those evenings were about more than just a game release; they were about community. Now, EB Games seems intent on trying to turn that magic into a product to be sold rather than shared. They publicly insist that you need to pay for access to midnight launches, while internally telling staff not to turn anyone away. This disconnect feels confusing and disheartening.
It’s a shame to see something so pure turned into a paywalled experience, leaving many fans feeling like they’re no longer part of the party.
It’s hard not to notice how much EB Games has shifted away from what once made it special. These days, walking into a store feels less like stepping into a gaming hub and more like browsing a toy and merch outlet. Games, once the beating heart of the store, are now pushed to the back, while shelves overflow with plushies, keyrings, cups, and socks. Staff are trained to upsell tumblers and socks at checkout, offering discounted accessories once you hit a certain spend. It’s a subtle but telling shift, and in that context, paywalling midnight launches starts to feel like part of a larger pattern where the soul of gaming retail is quietly being sold off, piece by piece.
Where to from Here?
EB Games is at a crossroads. The decisions they make now will define how they’re remembered, not just as a retailer, but as a community hub for gamers, as that place that gamers would love to work, or even where you could chat to fellow gamers who share that love of gaming that you do. These days, it’s a never-ending stream of having KPI shoved down your throat when you’re at the checkout, and now this… Paywalling midnight launches and exclusive pre-orders risks alienating the very fans who have supported them for decades. It undermines the sense of community and shared excitement that made these events special in the first place. That same community that passionate staff and gamers like myself helped foster, with late nights, nerf gun ranges, and a genuine excitement in sharing anticipation of the next big thing coming out. If EB Games wants to rebuild trust, it’ll need to remember what midnight launches are truly about – bringing gamers together to celebrate, not putting a price tag on access.
It’s a question that shouldn’t have to be asked… Are midnight launches for everyone, or a privilege for customers paying for access only?
Because, at the end of the day, gaming is for all of us.
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