GameStop Aims to Affect Games in Development, Lock Content Behind Pre-Orders

If you pre-order a game from, say, Amazon, GameStop or Best Buy right now, you might be treated to a few retailer-specific pieces of DLC. Maybe you get a special gun from GameStop, a unique hat from Best Buy and a copy of the soundtrack from Amazon.

These odds and ends have become a sort of staple in the pre-order business. Customers expect them.

It looks like GameStop is trying to take that business practice a step further. GamesBeat has a report regarding the company and its recent discussion with investment company R.W. Baird Analyst Colin Sebastian. As Sebastian has it, GameStop wants in on games during the development phase. Here's the note from Sebastian to investors:

"[GameStop] indicated that software publishers are more enthusiastic about partnering with it…For example, by offering exclusive content on each major game release, and longer term, future models may include GameStop offering exclusive gameplay."

Right, GameStop exclusive gameplay that's locked behind a pre-order wall. GamesBeat hit Sebastian for clarification, and he offered that the company aims to get "involved at the time of game development where there could be some content exclusive to [the retailer] included…"

GameStop, of course, frames this as action taken in the interest of its customers. Pre-ordering with GameStop gets you more of a game you're already excited about, and the company absolutely wants your pre-release dollars heading in its direction.

What do you think of locking content behind retailer-specific pre-order walls? I'm not really a fan, but, then again, I've never been a fan of retailer-specific bonuses to begin with.