GameStop planning midnight launches for DLC

Specialty retailer hoping gamers are as willing to wait in line for downloadable add-ons as they are for blockbuster retail releases.

Yesterday, GameStop detailed plans to sell PlayStation Network downloadable content in its brick-and-mortar retail stores. The specialty retailer has bigger plans in store, as it will soon expand its add-on sales to its own website and begin to carry digitally distributed Xbox 360 content as well.

"Why yes, we certainly would be interested in the Rock Band 3 Billy Joel pack!"

In a presentation at the BMO Capital Markets 18th Annual Digital Entertainment Conference today, GameStop CEO J. Paul Raines said it won't stop there. Raines told analysts to look for the chain to eventually have midnight launch events surrounding DLC, much like it does for anticipated new releases.

The addition of DLC offerings won't just change the company's approach to midnight events. In a question-and-answer session after GameStop's presentation, executive chairman Daniel DeMatteo said the specialty retailer will push DLC sales for both new and used releases. Additionally, he noted that GameStop employees ringing up a used game sale will be prompted by the computer system to up-sell any map packs and other such content related to the game being purchased.

Although the Xbox 360 and PlayStation 3 have their own online storefronts through which all game add-ons can be purchased, traditional retailers have done their best to establish a foothold. GameStop has been talking about its plan to crack the online sales market for months, while Amazon.com sells game codes for downloadable PS3 games, and previously did the same for Xbox Live Arcade titles.

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Discussion

68 comments
Philly1UPer
Philly1UPer

@nparks While I agree with pretty much everything you say, but in Philadelphia where I'm from, there are tons of music stores, movie stores and even record stores still open that still make money on a daily basis. People today still buy Vinyl Records, mainly for sound quality and nostalgia. Some people may do digital downloads more then others, but they are still people in this would with over a billion people in it, that still buy Movies and CDs just so they can own the package and evrything that comes with it. Yeah, people do digital downloads, but I can guarantee about 98% of the music and movies found on peoples iPhones and Mytouches where not brought through iTunes and such and they are most likely pirated from torrent websites. and even if you dont see CD and Movie stores around, Thats why there are Targets and Walmarts that still sell and make profit off of CD and Movie sales.

nparks
nparks

@Philly1UPer Maybe I'm just imagining all those shuttered Suncoasts, Towers, Virgin Megastores, Hollywood Videos, etc. Granted, digital distribution isn't the only competition. There's also on-line mail delivery (Amazon, Netflix, etc.) and big, generalized retail (Walmart, Target, Best Buy, Fry's, etc.). The point is that digital distribution is not a boon for specialty retail outlets. Music shops were the first to go because music files are pretty small. Video is transitioning now along the same lines now that bandwidth allows for good quality streaming and on demand services. Games, have been somewhat insulated, but they will follow too. Books took a while to catch the digital distribution bug, perhaps because a physical book is not already digitial content in the way a CD or DVD is, but they are now well on their way too. GameStop's used game sales may insulate them for a bit, but eventually they will fall too, as digital downloads steal sales and they find themselves unable to compete with the Best Buys of the world.

Philly1UPer
Philly1UPer

@nparks Music and Video stores are still around. While Digital Downloads may hurt their sales, People in the world still prefer to buy the actual hard copy of said Movie/CD. It just depends on what movie and CD it is.

DKant
DKant

"Specialty retailer hoping gamers are as willing to wait in line for downloadable add-ons as they are for blockbuster retail releases." People waited in line for the fricking iPad!! They'll definitely wait for these. That said, having seen the damn thing in so many places and people's hands, I'm starting to get tempted myself...dammit!

mpeg3s
mpeg3s

Yeah right, I will wait in LINE to download.

Mr_Manikin52
Mr_Manikin52

Oh dear. Who in GameStop came with that ideal?

nparks
nparks

GameStop needs to milk DLC now while it still can. They know that eventually digital delivery will seal their doom, just as it did for all those music and video stores you don't see anymore.

lipskid
lipskid

I'm not on xbox live so DLC is useless to me even from these guys, i just hope all game releases don't become DLC only one day

makeoutboy
makeoutboy

What the article doesn't mention is that in order to buy your DLC from Gamestop at midnight you will also be required to pre-order the collector's edition of Madden 2016, add an additional 24 months to your Game Informer subscription, and register your rewards card on their official website (using a valid email address, of course).

daabulls23
daabulls23

This is a bad idea. Really. And more upselling? I already get asked 5 things.

Bortson
Bortson

hhahahahahahahahaha *breathes in* hahahahahahahhaha They have this already. Its called wait on your Xbox/PS3 and keep hitting A or X or refresh or whatever until the thing is uploaded to the network, then download it.

kavadias1981
kavadias1981

I have no respect for people that do that.

ThePhantomGamer
ThePhantomGamer

@LordRaymond Yeah, but I think they're doing it that way so you don't need to get the extra credit if you don't want to.

VirtualTofu
VirtualTofu

I would only wait in line if GameStop offered me Kingdom Hearts DLC for my PSP Go.

VirtualTofu
VirtualTofu

O.K., this is just stupid. WHY would you wait in line for downloadable content? Just download it!!! Sure, you have to wait until noon to download it, but is it really worth standing around at midnight for an early download. Shoot, I wait until I can get DLC half-off or even free.

kami_amaya
kami_amaya

Like many others, this makes no sense to me either. I would assume most gamers have a wifi or ethernet connection for their console by now. And a debit/credit card to use on said console's store... unless you're underage. And if you are then good luck getting your parents to wait in line at gamestop with you at midnight if they have work the next morning! Like Venom341 already said, maybe if the DLC was being offered on a flash drive or a disc even, that might make a little more sense. But even then I think it would just be a waste of time and gas. EDIT: And sales tax! I don't have to pay tax on the PSN, I would at gamestop. Not worth it.

Flint247
Flint247

*I walk by Gamestop, sees my friend* Me: What are you doing? Friend: I am waiting in line for the midnight release of the new DLC for my 360 game! I am first, too! I can't wait! Me: You know you can download content to your 360 from home, right? Friend: ...oh. Then why am I out here, anyways? Me: *facepalms*

Henninger
Henninger

This is the dumbest thing i've heard in awhile. If u do this u got mental issues.

FarmFreshDX
FarmFreshDX

Is there really anyone who would stand in a line at midnight for this? Anyone at all? Because I thought the point of DLC was that it was very convenient and a quick addon to a game you already own. Why would I go through all the hype for a few new songs, a map pack, or a small campaign?

jamesh-42
jamesh-42

@mietha: in the past, I've received codes to download demos off the PSN store that have not yet been listed. I suspect that much of the content makes its way into the system a while before it is made available to the public, so it could in theory work. That said, I'm not sure why Sony would want other retailers to be able to beat them to the punch.

shani_boy101
shani_boy101

Why wait in a store instead of downloading it from home? the only reason to even possibly do this would be if the Gamestop prices were substantially lower than PSN.

mietha
mietha

The problem with this is that you won't actually be able to DOWNLOAD the DLC until the sites update, which is usually between 4-6am for 360 and 6pmish for PS3. This won't change that. It is just completely pointless.

exedeath
exedeath

Unless it is a game I reall really cannot possibly live without for 20 hours until they update the store, I will just wait. The only thing I can think of doing this for right now is X-MEN Arcade. I would wait in line all day for that.

Lum_Yatsura
Lum_Yatsura

This is excellent news! I'd MUCH rather pay cash for DLC. Easier than needing to put it in a bank account first, followed by using a debit card.

LordRaymond
LordRaymond

@ThePhantomGamer Um couldn't you just buy a $10 PSN card.

HaloPimp978
HaloPimp978

What's the point when you can get it off PSN & XBL the next day at your convince.

The_Bones
The_Bones

This is the stupidest idea gamestop has ever cooked up.

BigJohnWV
BigJohnWV

I don't even go to the full games midnight launches, I hate to see the sad sacks that would go for the DLCs.

fester420
fester420

pretty pointless seeing as how the dlc will not be available until late tuesday evening when they update the store.

Flint247
Flint247

But thanks for this news, I needed a good laugh. xD

Flint247
Flint247

For DLC? xD HA HA HA HAH HA HAH AH HAH AH HA HA HA HA!!!!!!!!!!!

ThePhantomGamer
ThePhantomGamer

@ baystatethrashr So you don't need to buy a $20 card just to use it for a $10 game

baystatethrashr
baystatethrashr

i dont understand this. why would i drive to the store when i could just download on my xbox? this makes zero sense.

TwistedMetalFan
TwistedMetalFan

This sounds interesting the way they're doing this but, it also sounds really stupid. I think I'll stick to buying DLC the way I always do.

lazycomplife
lazycomplife

I don't see anything interesting about waiting in line for DLC, when I could be at home and download it at midnight. I guess for my PS3 it would make sense since you have to wait for their weekly updates. I think there should be a few 24hr gamestops in cities. Gamers are up all night gaming, don't they know that?

Frank_Friter
Frank_Friter

Hmm...I smell a bunch of Gamestop exclusive DLC coming on...

ExtremePhobia
ExtremePhobia

The worst part? I am completely and thoroughly terrified that there are people out there stupid enough to show up to one of these. Even if you buy a disc version of the (HINT HINT) "D" LC , you still have to install it to your hard drive which will probably take just as long. Not to mention buy codes which probably take even longer to put in since most people don't go through the effort of using a keyboard on their system of choice. So this is to appeal to the "I can stay up til midnight but can't get a credit card" crowd that is just SOOO swimming in cash.

KillerBill316
KillerBill316

You know what would make this story better? Free DLC... or better yet, COMPLETED GAMES at LAUNCH!

MissObvious
MissObvious

Hmm...It would have to be some pretty awesome DLC for me to care enough about it to go to a midnight lauch. Actually, even if it were awesome, I still don't think I would go to a midnight launch for it when I know I could just download it. This seems like a waste of time to me.

AK_the_Twilight
AK_the_Twilight

A system I can understand, a game I can accept, but for DLC? :o

enasssty
enasssty

Dear videogame designers and publishers. its getting more and more obvious that you do not care about the market which makes you so much money....or the consumers best interest. i firmly understand now that this is only a business for you and not at all about what this industry was built from. The creativity and passion for making videogames is almost completely gone and its almost horrifying in which direction you are pushing our beloved gaming market. DLC is no longer an afterthought but a sales strategy. i have been playing videogames for 22 yrs and have loved many of the twists and turns that the industry has taken. I understand that you need to make more money because of higher production costs but YOU ARE TURNING VIDEOGAMES INTO FAST FOOD AND ITS PATHETIC!!! You are making billions of dollars a year which is surely enough but no, now you want to nickel and dime your people without whom you would not be a part of the sweetest ass industry in our world. Now i think that as consumers we speak out enough on this topic that your ears should be falling off but i do hold the fools responsible who still spend money to get these little extras that we pay for the first time around. So i think gamestop should consider joining the good fight instead of promoting such shenanigans. It truly is sad that i can justifiably say that the days of Great passion in creating videogames are just about gone. money isn't the most important part of gaming -A hopeful Gamer

Daian
Daian

Lol. That is all.

Sukharevskaya
Sukharevskaya

um...or you could wait in front of your tv screen until midnight to buy it.

Venom341
Venom341

If it was something like putting the game on a flash drive and copying it to your system, it would be a lot better I bet...

BimboShaggins
BimboShaggins

Hahaha you still have to go online and download it, so whats the point?

chibi-acer
chibi-acer

lolwut? A midnight launch in a brick and mortar store for something you download may be the dumbest concept I've ever heard. Even if you don't have a credit card you could still buy a points card with cash. Either way you need Internet to download, so going to the store for a midnight launch is pointless.

Animatronic64
Animatronic64

Haha. Who ever goes to one of these is an idiot.