GameStop should feel threatened: Tiny startup GameLock is changing the game trade-in business

Games are not like cars or smartphones. The quality of the experience doesn’t really diminish if a PlayStation 4 disc had a previous owner. That’s why retail giant GameStop has such a significant second-hand software business, and it’s why a startup based in Jerusalem is looking to get in on the action.

GameLock is a new online store that wants to change the way you think about trading in games. Its major goal is to simplify the entire process of buying a new release, finishing it, and trading it in. Right now, players have no idea how much they’ll get back when they trade that game in a month or two down the road to a store (you can call GameStop today for a price, but it could change tomorrow). GameLock plans to shift that by giving consumers all of the information up front. GameStop alone made $1.7 billion from used games in 2013, and it dominates that market. GameLock seeks to capture some of that market by offering up a compelling alternative while also potentially throwing a few dollars to publishers as well.