SELLING DIGITAL AT RETAIL
AT LAST, XBOX DIGITAL GAMES COME TO RETAIL
After GAME and Xbox team-up on ‘code-to-content’ offering, indie stores will now also be given the chance to sell digital content in new ways. Christopher Dring reports
M
icrosoft will give stores what they’ve been crying out for – a new way to sell
digital Xbox games. The first is the Exertis Digital
Programme. This is to roll out ‘soon’ and allows consumers to buy digital currency via an in-store terminal. This development follows a deal between Xbox and GAME, which sees the High Street chain sell codes for individual digital games, DLC, season passes and more. It’s something that PlayStation and Nintendo are also offering stores. And Xbox Live product manager Pawan Bhardwaj tells MCV that this service will eventually reach other outlets, too. “We are working with GAME and
several other retailers to provide digital offers ranging from simple download codes to full digital codes of actual games,” he says. “We want to enable different
retailers no matter what their size, the ability to trade via a digital offering for Xbox Live. We are already working with a number of different digital code distributors and have some exciting plans to roll out a bespoke solution for indies. “The Exertis Digital Programme enables the retailer to sell digital codes physically in store via a terminal. The solution it has developed is effectively a consignment model, this is important as it assists the retailers with their physical stock holding costs, enabling them to invest in more physical product ranges such as hardware, games and accessories. This is a win for the consumer as the choice in their local retailer should increase.”
August 29th 2014 06 The deal Xbox has signed
with GAME is for a service called ‘code-to-content’. The system lets consumers purchase individual digital titles in-store or online (via a range of payment methods), and these codes will then be activated and issued via receipts.
“The new offering will allow customers to directly purchase a selection of Xbox One and Xbox 360 games. These include digital titles such as State of Decay, Crimson Dragon and Max; and add-ons in the form of season passes for Halo 4, Forza Horizon, and Gears of War: Judgement,
Retailers have a chance to grasp the digital opportunity to ensure they are
offering customer what they want, which is a combination of disc and digital products. Pawan Bhardwaj, Xbox
among others,” says GAME category director Charlotte Knight.
ROLE OF RETAIL There is a reason for allowing GAME, HMV, Argos et al to get a slice of that lucrative digital market, says Bhardwaj. It helps make digital a more mainstream phenomenon in games. “It’s hugely significant,” he tells us. “The retail landscape is changing and digital is part of this shift. Retail plays a key role in the education in store for the consumer, this will let them continue to focus on how digital works and the breadth of content available, selling these solutions in store also offers a convenient way for the consumer to pay for this content. “Retailers have the chance
to grasp the digital opportunity to ensure they are offering customers what they want, which is a combination of disc and digital products. The popularity of arcade, indie titles and add-ons for the big triple-A titles is only going to grow in the future and retail have a real opportunity to become a digital shop front for customer demand.” Indeed, although it may seem counterintuitive for gamers to leave their consoles, pop into a games store, buy a code, return home and then download the titles, there are some serious benefits to consumers going to third-party outlets for their digital products. “GAME is committed to making more digital content available and making it more accessible for all of their customers – helping them
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