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GameStop: DLC attach rates are rising

By Matthew Handrahan

GameStop: DLC attach rates are rising

Thu 10 Jan 2013 9:48am GMT / 4:48am EST / 1:48am PST

Mass Effect 3's day-one DLC was bought by 30 per cent of customers

The leading US retailer GameStop has claimed that DLC is an easier product to sell than other game related products, and attach rates are booming as a result.

Speaking to Destructoid, GameStop's director of retail digital distribution, Brad Schleisser, traced the current upswing in interest around DLC to Gears of War 3. The DLC for Epic's 2011 hit was heavily promoted with assistance from Microsoft, and GameStop was able to hit a 10 per cent attach rate as a result - far above the average two per cent attach rate for other games.

"Downloadable content is easier for us to sell compared to strategy guides or accessories," Schleisser said. "They're games and our sales associates are gamers."

Schleisser cited a survey of GameStop's Power Up Rewards members, conducted before the release of Gears of War 3, in which 75 per cent of respondents admitted that they weren't even aware that DLC existed.

Since then, attach rates for DLC have increased significantly: 17 per cent of Call of Duty players paid GameStop for Elite, for example, and 30 per cent paid for Mass Effect 3's From Ashes.

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1 Comment

Adam Gulledge Studying Business & Management, University of Houston - Victoria

2 1 0.5
As an ex-employee of Gamestop, this news is a tad depressing. Making more sales is all well and good, but wasn't DLC's original goal to provide more content and keep your game disk in the drive for longer? I'm only seeing that with companies like Gearbox or Obsidian, who actually make good expansions and add-ons for reasonable prices after the game has already been shown to be well-made or lengthy. Versus map packs for CoD/Halo, which you cycle through only to be greeted with the news of a sequel next year.

From Ashes was also a Prothean squad member, one of the most important races in Mass Effect, but was ripped from the game to be sold for $10 on launch. So, most lore lovers were going to buy it, because they loved the Mass Effect universe. And when you beat the game, after the ending was over, there was a notice to buy more DLC. That was tacky in my opinion.

Posted:3 years ago


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