Pre-Ordering DLC? What Has The World Come To?

GameStop tries to cash in on digital console gaming

Nov 25 2010, 4:52pm CST | by Mark Raby

In a seemingly last-ditch effort to cash in on the digitization of console gaming, GameStop is now beginning a push to get customers to come into a physical store location to pre-order all-digital downloadable content.

The world of pre-ordering has evolved into nothing more than a marketing push from game publishers and retailers, which often pack in some sort of incentive item in exchange for a deposit on your future purchase. And now, thanks to GameStop, you'll now be encouraged to do the same thing for a product that isn't even an actual tangible item.

Beginning today, if you go to your local GameStop and pre-order the Noble Map DLC add-on for Halo: Reach, you'll get an exclusive in-game Mark V Spartan Flaming Helmet for free. Customers must put down the full $10 ahead of time to get the bonus item.

But wait, there's more. You also need to sign up for the retailer's customer loyalty program, PowerUp Rewards. Then, active your membership online, and when the DLC becomes available, you'll receive a code in your PowerUp Rewards account page, which you'll need to sign in to get, and then go over to your Xbox 360 so you can input the code and receive your content. This kind of awesome cumbersome-ness is obviously exactly what the gaming industry was looking forward to when console DLC became part of the norm. It's so much easier than just going into the Xbox Live Marketplace and clicking "Buy."

Clearly, this is a sign of great things to come. Imagine a future where every time you buy a new game, you're pressured to pre-order upcoming DLC for it. We can't wait.

The Noble Map pack is expected to be available November 30.

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Mark Raby
Based in New York City, Mark follows the consumer electronics industry like a hawk. A published book author, he has a particular affinity for 3D technology and video games, and as such will surely be in the market for a new pair of glasses soon. Mark can be contacted directly at mark@i4u.com.