Although some publishers have used downloadable content and unlockables to discourage used game sales, retailer GameStop sees itself as a publisher partner in the DLC biz.
CEO Dan DeMatteo doesn't believe DLC opportunities are much of a deterrent to used game buyers, anyway: "Through our years in the used business, we have learned that the second-hand user is a value-oriented consumer... we don't believe that a $10 add-on piece of DLC is compelling to a used game buyer," he said on the company's call to analysts alongside its 2009 financial results
"Publishers can participate in our used business by offering add-on content for the most popular used titles, creating a win-win situation for publishers, retailers and consumers," he adds.
GameStop announced late last year
that it will also begin offering console DLC downloads in its stores, and DeMatteo says that's another upside for publishers.
"We can market and execute DLC sales right in-store," he says. "There's a tremendous opportunity for us to encourage software developers and publishers to create DLC because we'll be able to market it. It's very difficult to discover, find... add-on content with the tools available [currently]."
DeMatteo envisages DLC being part of the regular add-on upsell GameStop employees are obligated to push at checkout. Store staff will take responsibility for educating consumers on available DLC for individual games, and on encouraging them to purchase the downloadables that go with the games they're buying in-store.