More than half of GAME's customers trade in their old games to help buy new games.
Trade-ins were huge over Christmas, Group CEO Ian Shepherd told MCV.
"Even in the run-up to Christmas, when you would think most of our customers are buying games new in order to give them as gifts, you still have a lot of trade-in happening," Shepherd said.
"Around 50 to 60 per cent of the time, when we were selling a brand new game we were taking in a trade-in against it."
Shepherd's comments are sure to interest game publishers, many of which blame pre-owned sales for their financial woes.
THQ is one publisher that has attempted to combat used game sales.
Upcoming shooter Homefront will block used game buyers from progressing past level five in multiplayer.
EA's Online Pass requires users to redeem a one-off unlock code to access online features. Without it, a fee must be paid to play online.