The Game Store is the official setting for the plot in the Pokémon Trading Card Game Online's Trainer Challenge, which introduces new players to the Pokémon Trading Card Game generally and the Pokémon Trading Card Game Online specifically. It is owned by Ella's parents, and is run by Ella and Zach. Players are provided three Starter decks to begin the game. The Game Store also hosts Pokémon card game tournaments, represented in the game as three leagues in the Trainer Challenge. Not much is really known about the shop, other than the fact that the Pokémon Trading Card Game is played in it, and Pokémon cards are sold in it. Ella mentions that Pokémon games are their favorite, implying that they sell other types of games as well.
While this Game Store plot device is important in helping new players ease into the game, experienced players are able to adjust game Options by disabling the New User Experience in order to bypass any direct reference to the game plot and instead focus on those aspects of the Pokémon Trading Card Game Online that interest them.
The twelve Trainers in the Gold League tournament include (in order of 1 to 12 from left to right):