GameStop has become the first games retailer to open an online store on Facebook, with the US-based company employing technology from Adgregate and McAfee.
The store allows users to both pre-order titles and organise in-store pick-ups, with both services earning reward points in GameStop's existing loyalty program.
Adgregate Markets' ShopFans technology enables GameStop to sell products to its 1.9 million fans on Facebook. According to comments made to website IndustryGamers, Adgregate pitched the concept to GameStop around six months ago.
"Social commerce on Facebook is a natural complement to our trusted store and online networks," said Kelly Mulroney, GameStop's vice president of e-commerce. "We have millions of customers already engaging with us on Facebook, and ShopFans gives those loyal fans more reasons than ever to shop GameStop across multiple channels."
Adgregate COO John Underwood has speculated that GameStop may eventually look to offer cloud-based gaming and digital download purchases through Facebook. Just last week GameStop acquired streaming technology firm Spawn Labs and Stardock's Impulse download service.
"That makes a lot of sense and our platform works with digital or physical products," said Underwood. "We expect to continue innovating with their store and I would expect to roll out new features; certainly digital distribution is something we're ready to do if they are as well."
Asked why companies would not prefer to simply sell games directly via Facebook, Underwood suggested that: "most publishers still favour the established games channels like GameStop, and even in the context of Facebook we're having conversations with publishers who are going to launch mini-versions of the GameStop store specifically for their titles."