GameStop steps up exclusive content with new video game

GameStop (NYSE:GME) is borrowing a page from Amazon's playbook and will soon publish original content in the form of video games.

The retailer announced last week it was teaming up with Insomniac Games to release "Song of the Deep" this summer. Insomniac is developing the game and GameStop will be the exclusive distributor.

There are also plans for related merchandise, including a children's book to be sold at Barnes & Noble, according to the Dallas Business Journal. And it's all part of the company's diversification plan.

Insomniac isn't GameStop's first foray into original content. Like many retailers, GameStop has had exclusives of add-on items and video clips, it's just the first time the company has been the exclusive partner in a launch, according to Mark Stanley, VP of strategic initiatives.

"They had a passion project they wanted to put some resources behind, and we were interested in exploring a new way to bring exclusive content to our customers," he said. "GameStop is not a traditional publisher and we are not part of the creative process, nor will we ever be. GameStop and Insomniac saw this as an opportunity to bring a new game project to life, so we are leveraging our expertise and retail channels to help a new game reach its audience."

GameStop has been focused on growing digital properties, including its PowerUp loyalty program. The retailer even opened the Technology Institute (GTI) in 2014, focused on improving interactions between shoppers and stores using technology.

For more:
-See this Dallas Business Journal article

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