I think that’s right. I also think this helps profile the demographics of users more than anything.
Your “hardcore” gamers are probably more likely to see the benefits of the program in the first place. Those gamers will spend more money (and time) on the hobby generally.
For a more casual gamer, maybe they pick up a system for COD or something, grab a used game here or there, but don’t play that often. They’re probably not going to see much benefit to a GP sub, and they don’t spend that much to begin with.
This is still probably attractive info for 3rd parties though. I think that’s Bond’s role in the company.