Study: 50% of DLC sales come through retail

Would you buy downloadable content if it weren’t for retail merchandising? According to a recent GameStop-commissioned study conducted by wealth management first Baird, a whopping 50% of all DLC sales are the result of in-store merchandising.

“A company survey revealed that 50 per cent of buyers indicated they would not have purchased the content without the in-store merchandising,” states the report.

“These buyers also indicated in a company survey they will buy digital content from GameStop again, due in large part to trade-in credits, loyalty reward points, and the convenience of game discovery.”

I very rarely buy games from brick and mortar stores, so I’m only very acutely affected by in-store merchandising. But what about you?