GameStop: DLC Is Easier to Sell Than Guides or Accesories

While GameStop‘s year-end revenue is down slightly, along with its stock prices, the chain works to future-proof itself by expanding its space in the digital distribution market by making it easier to buy DLC in brick-and-mortar stores.

Speaking with Destructoid, Director of retail digital distribution Brad Schliesser explained how Gears of War 3 paved the way for this shift in sales tactic by marketing its DLC immediately. The results? GameStop was able to attach Gears 3 DLC to 10 percent of units sold, fives times greater than the attach rate on prior releases. Since then, attach rates have continued to rise along with the proliferation of day-one DLC, with Mass Effect 3’s “From Ashes” launch DLC attaching at 30 percent.

In polling its Power Up Rewards members some time ago, GameStop found that many of those who had purchased DLC did so at the recommendation of a sales associate. “Downloadable content is easier for us to sell compared to strategy guides or accessories. They’re games and our sales associates are gamers,” Schliesser said.

So now you know who to blame for day-one DLC.

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