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GameStop's surprising success selling DLC extends to  Watch Dogs
GameStop's surprising success selling DLC extends to Watch Dogs
July 14, 2014 | By Christian Nutt

July 14, 2014 | By Christian Nutt
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More: Console/PC, Business/Marketing



“We don’t talk about defending against digital distribution. We talk about driving digital distribution. We’re on offense when it comes to digital.”
- GameStop president Tony Bartel

In a new interview with GamesBeat, GameStop president Tony Bartel shares some interesting statistics on the sales of Watch Dogs DLC which help illuminate not just his own retail chain's digital content strategy, but the success of triple-A season pass bundling.

The most surprising statistic: Over 70 percent of season passes for Ubisoft's games were sold at retail during the first quarter of 2014, Bartel said, citing Ubi's own stats. Watch Dogs had a 14 percent attach rate with its season pass.

For his chain's part, Bartel says he believes GameStop "nearly corner[s] that market" of selling season passes at retail. According to Bartel, 30 percent of Watch Dogs buyers at GameStop picked up the season pass at the store, too. If you've bought a big, triple-A game at a GameStop lately, you've likely been upsold on DLC -- which Bartel says is a big part of the company's success selling it at retail.

Another interesting fact: Bartel points out the the margin on DLC is "software-like," when sold at retail. "In some cases they’re a little less or a little more, but the other nice thing is that we carry no inventory, obviously," Bartel told GamesBeat.


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Comments


Eric Geer
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I think a lot of this has to do with parents buying games for their children, and many parents not being comfortable to attaching a credit card to an online account like PSN/Xbox live.

Michael O'Hair
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... despite plenty of those games carrying an M rating.

Eric Geer
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That's a different issue altogether. I was in Gamestop the other day and a mother picked up GTA V for their like 12 or 13 year old. Employee didn't mention anything about the Mature rating or content. Should I have said something? Probably, but did not.

Justin Kovac
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At my local store only heard employees make parents full aware the game their kid handed them is M, if it is obvious they are buying it for their kid who is right there with them.


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