GameStop COO J. Paul Raines has said that the firm must educate customers on the benefits of downloadable content for retail games.
Speaking at the Game Business Law conference (via Joystiq) Raines said GameStop must embrace the growing trend of DLC if it hopes to survive in the category.
"Downloadable content is a good thing because it enhances and extends games," he told a panel at the conference, adding that the biggest challenge for the DLC market is making sure consumers understand when DLC is made available and how they go about accessing it.
"That business could grow medium double digits today," he said. "Customer acquisition continues to be a huge part of the spend in this business."
GameStop reported flat sales for the nine-week holiday period ended January 2, 2010. Total sales for the period were $2.86 billion, largely in line with the previous year’s performance.