SELLING DIGITAL AT RETAIL
DIGITAL ON THE HIGH STREET
THERE are a number of ways consumers can access digital content at retail.
Subscription cards and currency: These have been available for several years now. Retailers will continue to stock cards for online currency (Xbox Live, Steam etc...) and online subscriptions (Xbox Live, PSN).
Code-to-content: A bit more specific. These are codes that when redeemed will download a specific game. Xbox has just launched code-to-content in GAME, with titles like Max: The Curse of Brotherhood. Nintendo and PlayStation have similar offerings.
Code-to- content cards allow the download of specifi c games
discover all the digital games out there, particularly those who wish to pay by cash,” says Knight. “By purchasing through GAME, customers will also be able to earn Reward points on all their purchases, have the choice of multiple ways to pay, both in store and online as well as the added benefit of trading in, making it even easier to get gaming. This new offering makes digital content discoverable to the consumer outside of Xbox Live.”
RETAIL SUPPORT
One legitimate question about GAME and its rivals getting involved in digital is that surely they will struggle to compete with the official outlets? Surely most Xbox Live, PSN or eShop games will be sold via their respective consoles... not via the High Street? That may be the case. But there
are other financial advantages for High Street (and online) stores
www.mcvuk.com
stocking digital products as opposed to just physical ones. “Digital codes offer the unique opportunity for retailers to promote the thousands of great games and add-ons available within the marketplace without being exposed on stock,” argues Bhardwaj. “Not only that, but the customer experience becomes more personalised than ever before. Local stores can help to select innovative or exciting titles that might otherwise be over-looked by some of the more publicised games.” He adds: “Allowing retailers, especially physical ones, sell digital codes lets them be reactive to new content that becomes available in the marketplace. “It also lets retailers get instant access to digital codes for customers any time of the day.” Xbox’s latest initiative means
that all three platform holders are heavily pushing their digital content via the High Street. Yet
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there’s still plenty of work to be done, because retailers don’t just want to sell some downloadable titles. They want to sell all of them. “GAME are passionate
about offering the UK gaming community a growing range of digital content,” concludes Knight. “Digital is a key focus for us
so there are sure to be more launches and partnerships around the corner – watch this space.”
DLCSoft: Available to indie stores since last November, DLCSoft is CentreSoft’s system that lets independent retailers sell digital PlayStation and Nintendo games via an online system.
Exertis Digital Programme: Coming soon, Exertis’ new system enables the retailer to sell digital codes physically in store via a terminal. No need for integration with tills. Xbox Live Gold subscriptions and Xbox Gift Cards will be purchasable via this initially.
(Left to right) Xbox’s Pawan Bhardwaj and GAME’s Charlotte Knight August 29th 2014
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