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Further Reading from MarketBeat GameStop Partying Like It's 2021: What's Behind Its 2025 Rebound?Written by Dan Schmidt. Published 9/22/2025. 
Key Points - GameStop stock is once again experiencing massive volatility as huge gains are paired with steep drawdowns.
- However, this time the company's fundamentals are improving, thanks in large part to meteoric growth in collectibles.
- Despite improving earnings, GameStop is a tricky investment due to its meme stock status and cryptocurrency holdings.
The carnival has returned to GameStop Inc. (NYSE: GME) in 2025, as the stock reclaimed its meme-stock status. Steep drawdowns still follow outrageous rallies, and GME frequently trends on social media. However, the peaks and valleys haven't been as severe, and the two major uptrends this year have fundamentally different catalysts. What's behind this sudden revival, and is any of it sustainable? If you're hoping for a 2021 replay, prepare to be disappointed. Still, GameStop is showing something it never did in 2021: improving fundamentals. Fundamental Improvements Driven by Collectibles If you've been holding onto a mint-condition Ken Griffey Jr. rookie card, your patience (or forgetfulness) has paid off. Collectibles like baseball trading cards have seen a surge in value, with the market expanding to a $13 billion business in 2025 and an expected compound annual growth rate (CAGR) of 8%. Unlike NFTs or other digital assets, trading cards and collectibles are tangible, requiring physical locations for transactions. But are they actually drawing customers back into brick-and-mortar stores? Target, for example, halted Pokémon card sales due to safety concerns, highlighting the renewed frenzy. GameStop is tapping into this craze with an expanding collectibles division. After the market closed on Sept. 9, the company reported Q2 2025 earnings, beating both EPS and revenue estimates. It was GME's first top- and bottom-line beat since Q2 2023, and revenue jumped nearly 22% year over year. The collectibles division surged 63% year over year to $228 million, hardware sales rose 31% to nearly $600 million, and the company increased its Bitcoin holdings to about $530 million by quarter's end. Since the earnings release, GME shares have continued to gain momentum, and the stock is up 13% over the past 30 days. Comparing the Current Rally With May's Spike GME shares hit a 2025 high in early May, but that rally proved more show than substance. The initial surge followed the announcement of a Bitcoin-buying strategy for the company's treasury. Momentum peaked when CEO Ryan Cohen posed for a photo with crypto enthusiast and sometimes CEO of Strategy Inc. (NASDAQ: MSTR), Michael Saylor. GME shares climbed from $22 to $36 in two months, fueled by social media speculation and high-short-interest narratives. At that point, GameStop hadn't yet purchased any Bitcoin and had missed revenue targets in Q4 2024 and Q1 2025. That rally fizzled quickly, sending the stock back to $22 per share in under three weeks.  Choppy trading has characterized GME in 2025, but this recent rally appears to rest on both fundamental and technical underpinnings. The positive earnings surprise followed growing momentum in the daily chart's Moving Average Convergence Divergence (MACD) indicator. Despite a "Death Cross" and three months of range-bound trading, the MACD signaled a potential move higher, and the price has since broken above both the 50-day and 200-day simple moving averages (SMAs). The prior rally also featured a bullish MACD crossover before the stock crossed those same SMAs, making the 200-day average a key level to watch. A sustained break above this threshold could trigger another wave of retail buying. Upward Momentum Could Be Limited; Trade Carefully Despite these improved fundamentals and technical tailwinds, GameStop's shares may still be constrained by the underlying business. The booming collectibles division still represents only 25% of total revenue, and gains in hardware sales may not prove sustainable. GME used to top $1 billion in quarterly revenue almost every quarter from 2015 to 2023, including during the pandemic. Since Q4 2023, it has only surpassed that mark once—a disappointing outcome for a retailer when consumer spending is strong. On top of that, GME remains vulnerable to crypto volatility based on its Bitcoin holdings and retains its meme-stock appeal on social media. Even with multiple rallies this year, the stock is down 17% year-to-date, underscoring the fleeting nature of these uptrends. Until GameStop can demonstrate a sustained turnaround, GME is best viewed as a trading vehicle, not a long-term investment.
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