Gamertell

With the recent trend of video game companies offering complements and add-ons for games, digital downloads are becoming an increasingly lucrative market. As with other entertainment properties, more and more video game companies are shifting parts of their businesses to creating and delivering this form of content.

The ability to obtain this content straight from its source has generally left retailers out of this trend but now GameStop intends to change this. Starting early next year, GameStop will offer add-ons for games in the form of digital downloads at all of their stores.

These downloads will be offered on conjunction with the leading console manufacturers including Microsoft and Sony. Customers will be able to purchase these add-ons directly at the store and then have them available for download from their Xbox Live or PlayStation Network accounts.

GameStop can take advantage of their positioning to successfully implement this program. When customers buy a game at the store they can be offered available add-ons for that game at the spot, encouraging multiple purchases.

Promotion for this type of content has generally been overshadowed by big campaigns for blockbuster titles, but GameStop has the ability to develop this niche with in-store advertisement. In-store promotion of this content can reach a greater number of potential customers, since it is targeting its main audience.

People would be more inclined to get one of this add-ons if it is offered along with a game. Maybe GameStop can include some of these as bonus packs or promotional items for pre-orders or other types of deals.

GameStop has a recipe for a potentially winning program here. The ability to push this content directly at the store gives them an advantage over virtual marketplaces where many of these add-ons go unnoticed. If they play this right, digital downloads could become a more mainstream item providing more variety and hopefully lower prices in the future.

Read [Reuters]  Also Read [IGN]