GameStop Corp ( GME ) shares are getting some attention on Tuesday. The stock got a lift after the video game retailer announced a collaboration with Professional Sports Authenticator.

What Happened: GameStop ( GME ) on Tuesday announced that it entered into a collaboration with Professional Sports Authenticator (PSA), a division of Collectors Holdings. PSA offers trading card and autograph authentication and grading services.

Under the collaboration, GameStop ( GME ) will become an authorized PSA dealer. PSA will also provide grading services for trading cards through select GameStop ( GME ) stores across the United States. GameStop ( GME ) began buying and selling graded cards at select stores in May.

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The PSA collaboration marks GameStop’s latest attempt to reinvent its business as the retailer has struggled to stay relevant with the video game industry increasingly going digital.

GameStop ( GME ) has fallen short of sales estimates in four consecutive quarters, according to data from Benzinga Pro.

In the company’s most recent quarter, GameStop ( GME ) reported continued declines in sales and missed analyst expectations, but reported a surprise profit of 1 cent per share versus estimates for a loss of 9 cents per share.

Notably, GameStop ( GME ) ended the quarter with $4.2 billion in cash, cash equivalents and marketable securities as the company has raised capital several times in recent years. Just last month, GameStop ( GME ) said it sold the maximum number of shares under its previously disclosed at-the-market equity offering program for gross proceeds of approximately $400 million.

GameStop ( GME ) is not due to report earnings again until December. The video game retailer is expected to report a loss of 3 cents per share and revenue of $887.7 million, according to analysts estimates from Benzinga Pro. In the comparable quarter last year, GameStop ( GME ) reported breakeven earnings on revenue of $1.18 billion.

GME Price Action: GameStop ( GME ) shares initially popped about 1% on the PSA collaboration before pulling back. The stock was roughly flat at $21.13 at the time of publication, according to Benzinga Pro.