GameStop Claims 'First-Ever' Digital Pre-Order Incentive

GameStop has been seeking creative ways to work with, rather than against, the ever-growing downloadable and digital content market, and now the retailer's taking a unique step: incenting DLC pre-orders using DLC. In other words, users who pre-order the Halo Reach Noble Map pack at U.S. GameStop stores will receive an in-game item: The Mark V Spartan Flaming Helmet. GameStop claims it's "the first ever pre-order exclusive bonus item". The company has long offered GameStop-exclusive pre-order incentives, like companion books or figurines, for customers who reserved physical copies of games, so it follows the retailer would try offering digital rewards for DLC pre-orders. "We are excited to provide our customers with easy access to great, new digital content, and at a $10 price point, we believe it's a great value," says GameStop president Tony Bartel. Gamers buy DLC at GameStop by starting a store "PowerUp Rewards" membership with an online account to which DLC codes can be immediately sent once users purchase them. GameStop has frequently talked about how the ability to sell DLC at point-of-sale will help the company on the upsell side; for example, store staff can recommend users buy existing DLC add-ons at the time a user buys a title. Customers can also purchase DLC through GameStop's website, and may use cash, credit or in-store trade-in credit gained by trading in used games.