The discounters Aldi Nord and Süd have been bundling their joint gaming and e-sports activities under the Aldi Gaming label for two years now. Now, shortly before this year's Gamescom at the end of August, the sale of digital games and credit cards in the in-house games shop will be discontinued. According to Aldi corporate communications, affected customers have already been informed in detail about the discontinuation by email.
It's official - Aldi is ending sales of games in the Gamescom month of August digital games and credit cards in the in-house games shop. Since the early hours of the morning, visitors have been... Aldi gaming website greeted or farewelled with the words “Goodbye!” According to the discounters, the shop operated by the electronics manufacturer Medion will finally be closed by the end of this month. Aldi has not yet disclosed the exact reasons for this to the public.
Customers are urged to redeem purchased game keys or other products by August 31st. The purchase of new digital goods has no longer been possible since August 15th. According to information available to GamesWirtschaft magazine, existing customers were said to have been informed in detail in advance about the upcoming discontinuation. According to Aldi, from September 1st there will be further information about how customer data and any remaining credit will be handled. Nevertheless, the Aldi Gaming label will be continued and expanded in the near future, particularly with a focus on the Twitch channel and e-sports commitment. The brand will also be represented at this year's Gamescom in Cologne with events and its own stand.
Aldi has had its eyes on the gaming target group since mid-2020. At that time, for example, there was a campaign with the publisher of the Farming Simulator. A year later, the new Aldi Gaming brand was launched. Since then, gaming products such as digital games, accessories and hardware and specific activities have been sold under its umbrella. Other food retail companies, such as Lidl and Rewe, have now also entered the games market.