It's a smart move. GameStop is essentially saying "We would rather purchase BOTH the hardware and software from the publisher in order to create a return scenario for the customer." And it works. I know as I have personally witnessed years of system bundles go out the door and people come back with the game. Just walk into any GameStop right now and ask them how many used copies of Destiny on PS4 are in the backroom. Or The Last of Us. Or Batman Arkham Knight. And that's fine. If the publisher doesn't want to bundle the title in the box, no problem, then Gamestop corporate generates a coupon code to make the software free. Technically, the profit GameStop makes off a new console sale is around $25, and even then, that's twice the margin for new software. So the line of logic then follows that GS wants you to flip that physical copy ASAP towards an item in the inventory with a higher margin such as preowned games or even PRPs and GPGs (which are 100% profit). And a return incentive creates more opportunities for publishers to make more money off that customer instead of just hoping they go home and enter their credit card information and make all subsequent purchases from their couch. GameStop will turn to selling codes inside of boxes if they have to (oh, wait. They already have)
Now as for the publishers standing up to GS, that's a pretty far-fetched idea if you look at the market share Gamestop holds. in 2014, GS held 28% of the hardware, but 46% of the new games and even 42% of digital content. And Market Share in case you were unaware, is the percentage of ALL copies that are sold compared to ALL OTHER retailers. That's a pretty strong position actually.
It's fine to not like a lot of GS practices, but man, you gotta understand how the beast moves.Don't underestimate retail just because you personally have empowered yourself to shop online exclusively.
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