GameStop: DLC is easier to sell than guides, gift cards

Wednesday, 9 January 2013 23:26 GMT By Brenna Hillier

GameStop, like all retail chains, wants you to buy more than just the latest release when you step up to the counter, and the digital realm, once hailed as the detah of bricks-and-mortar, is proving pretty profitable in that regard.

“Downloadable content is easier for us to sell compared to strategy guides or accessories,” GameStop retail digital distribution boss Brad Schliesser told Destructoid.

“They’re games and our sales associates are gamers.”

Schliesser said consumers are more attracted to a specific product rather than virtual currency like PSN and Xbox Live cards, as they aren’t aware of what’s available on storefronts they might never have bothered looking at.

As Destructoid notes, the majority of retail sales aren’t from enthusiasts who are well-informed on new developments. GameStop polled its loyalty card members and found 75% of them didn’t know DLC existed.

GameStop also revealed that 65-70 % of DLC is paid for with cash or trade-in credit.

The full article is an interesting look at the evolving face of games retail as well as the untapped consumer base who buy one or two games a year and forget about them otherwise, so hit the link above for more.

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