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Does GameStop Need A New Pre-Order Strategy?

Does GameStop Need A New Pre-Order Strategy?

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Has the recession finally caught up with video game mega-retailer, GameStop? In a year with a tremendous battery of new, high-profile titles hitting in rapid, holiday-season succession, the GameStop juggernaut is reporting that its sales have been “lower than expected.”

Contrarily, the store has had record highs for pre-orders, which have always been a strong indicator of initial sale numbers. Not this year, it would seem. GameStop speculates that gamers are using pre-orders more as a “wish-list,” putting down five dollars on a game they want to be able to buy, but can’t afford due to their less-than-optimal financial situations. Add to that lack of cash a preponderance of attractive and big-name titles and you have a recipe for a ton of desire without a whole lot of fulfillment.



Current word has it that, whether as a result of this or the lack big releases between November and January, GameStop will be less aggressive with its upsell strategy. As someone who used to work there, whose performance was judged on those numbers, I say, “thank goodness.”

By Shelby Reiches

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