GameStop DLC Sales Rise Dramatically

[Andy Chalk]

GameStop DLC Sales Rise Dramatically

GameStop's director of retail distribution says it's easier to sell DLC than accessories or game guides.

The digital future would seem incompatible with conventional retail, as people have no need to put on clothes and wander through your aisles if they can get all they want from the undressed comfort of their couches. GameStop is feeling the crunch as much as anyone, with a 4.6 percent year-over-year sales decrease [http://www.escapistmagazine.com/news/view/121443-GameStop-Sees-First-Holiday-Revenue-Dip-Since-2005] during the holidays, the first such slip since 2005.

But the company is also enjoying some success with its efforts to integrate into the digital market. A focused marketing effort brought the Gears of War 3 DLC attach rate to ten percent, a huge increase over the two percent attach rates seen on prior releases, and the rates have continued to climb since: Call of Duty Elite had a 17 percent attach rate, while the From Ashes DLC for Mass Effect 3 attached at 30 percent.

"Downloadable content is easier for us to sell compared to strategy guides or accessories," Schliesser told Destructoid. "They're games, and our sales associates are gamers."

He also clarified that preorder bonuses and day-one DLC like From Ashes, while obviously beneficial to GameStop, are not GameStop's idea; the company just "organizes and markets" the ideas for bonuses and other content that publishers come up with. And the availability of DLC at the retail level is also beneficial to customers, who can trade in old games, use their PowerUp Rewards points toward DLC and pay with cash rather than having to use a credit card.

Source: Destructoid [http://www.destructoid.com/gamestop-braving-the-digital-renaissance-241673.phtml]


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[Fappy]

I actually bought Skyrim DLC for my sister there because they sell it to you straight. No need to buy excess Microsoft points with XBL's shitty business model that way.

 

[Falterfire]

Well, I can't imagine why DLC might sell better than Game Guides. Maybe it's because any halfway competent gamer is well aware that you can acquire better, more correct guides complete with videos and even forums where you can find assistance if you have any questions for free using a simple google search.

I mean, seriously, is there ANY reason to buy a Prima strategy guide these days?

 

[weirdee]

Well, if you wanted a guide that doesn't tell you about any exploits, actual game secrets, or min/max build strategies that actually deal with how the system works instead of what it says it does, but has nice glossy pictures, Prima's got your hookup there.

 

[Pebkio]

I actually happen to really really like the "GOTY" editions of games that come with most, if not all, of the DLCs that were released. My former roomate also jumps on board with the map-pack prebuying that you see with newer spunkgargleweewee games.

 

[Beautiful End]

At work, they tell us to push DLC whenever someone buys a game. You're buying Skyrim? Care to also buy the Dragonborn DLC? You like CoD? You can't be called hardcore CoD player without Elite! You know, stuff like that.

I gotta say, it works pretty well. It's easier for people (And especially kids) to walk into a store, buy Minecraft with their savings, go home and install it than looking it up on the arcade, asking for their parent's credit card so they can buy it at home, get skeptical looks and finally their approval. Or buy points, get the game and some leftover and then be tempted to buy something else with your leftover points but then realizing you don't have enough and you need to get more.
I know that's the point but still.

Also, there's a reason why we have stacks of guides in the backroom that get penny'd out after a while. We have the internet! The only kind of guide that sells at my store is Skyrim's and that's only because it looks like a bible.
The only way I'd be interested in buying a guide was if it had some nice artwork section, like Fable 3, The Old Republic, etc. And that's a big maybe.

 

[Kurt Cristal]

Who the hell still buys Prima strategy guides? You couldn't give one of those to me for free.

Okay well maybe you could if I was an overzealous fan of the game but then I wouldn't be buying it for the guide.

I admit, I've bought DLC at Gamestop. Got the Halo War Games access pass there.

 

[mixadj]

I will say that I bought that Prince of Persia Collectors Edition Strategy Guide with some leftover trade in credit one time. I bought it more for the artwork though.....

 

[Strazdas]

Well, I can't imagine why DLC might sell better than Game Guides. Maybe it's because any halfway competent gamer is well aware that you can acquire better, more correct guides complete with videos and even forums where you can find assistance if you have any questions for free using a simple google search.

I mean, seriously, is there ANY reason to buy a Prima strategy guide these days?

that is correct. the only guides i see that still work in selling (and even that is for like 5 dollars per whole 300 pages guide) is the ones for MMOs, like strategies to grind gold fast and so on.

its also funny how DOWNLOADABLE content is selling better on physical copies.....