GameStop is using goats and farmers to convince you to trade in old games

Four out of 10 GameStop customers use its trade-in program, and now the world’s largest gaming-specific retailer is working to convince more to do the same.

GameStop is launching a marketing campaign to tell you all about what it sees as the benefits of its used-games business. The company partnered with advertising firm The Richard Group on a new commercial where a young guy explains to a man holding a goat why he should consider trading in his old animal for a new one. You can expect to see this ad on television, before YouTube videos, and on Facebook. This is the first time GameStop has produced a nationally televised commercial that is not about promoting a new game or console release, and it reflects how the company is looking to bolster its position as a leader for used-game sales in the $99.6 billion gaming industry.