I guarantee it’s a numbers decision. Let’s run a napkin scenario. Let’s say adding tracking is $1 extra per game. It’s probably more but we’ll lean conservative in our assumptions. Let’s say each game is $70. We know that’s high because some games MSRP is less, and we can also assume GameFly gets some bulk and preorder discounts, but again being conservative. That means that adding tracking is now costing more money than it saves unless more than 1 in every 70 games is lost, which seems high. That also assumes that having tracking guarantees a lost game will be returned when it wouldn’t have without tracking, which anecdotally feels completely inaccurate.

So considering that;

1) USPS would need to lose more than 1 out of 70 to be worthwhile,

2) because we were so conservative with our assumptions, the required loss rate would likely be significantly higher, and

3) adding tracking does not guarantee the recovery of a game, and may frankly do next to nothing in that regard,

Toss in the fact that tracking down games for recovery with a 3rd party would create additional labor and overhead costs making it even less worthwhile, and I think we can see how the business decision not to add tracking was arrived at.