GameStop Steps Into Tablet PC Sales
2011年10月28日 - 9:19PM
Dow Jones News
Videogame retailer GameStop Corp. (GME) plans to begin selling
tablet-style computers as part of an effort to expand its gaming
device offerings.
The company plans to begin selling tablets based on Google
Inc.'s (GOOG) Android mobile operating system during the holiday
season at 200 of its U.S. stores on Friday. GameStop's pilot
program will include specialized tablets made by Asustek Computer
Inc. (2357.TW), Acer Inc. (2353.TW) and Samsung Electronics Inc.
(SSHNY, 005930.SE).
The devices, which will sell for their typical sticker prices in
competing stores, will come with a set of seven free games,
including Electronic Arts Inc.'s (ERTS) "Dead Space" sci-fi shooter
and "Madden NFL" football game, as well as links to the GameStop's
mobile application store, called "Kongregate Arcade," and the
Android app marketplace.
"Customers have been telling us that they like to game on
multiple devices," said J. Paul Raines, GameStop's chief executive.
"We believe there is a gaming opportunity on tablets."
Analysts are more skeptical, citing poor sales of Android-based
tablets and a dearth of games that have enticed the dedicated
gaming audience that GameStop tends to attract. Cost is another
factor, said Michael Pachter, an analyst at Wedbush Securities, who
added that any asking prices around $400 or $500 will be
challenging.
"I don't think anyone is going to buy one," he said.
GameStop's tablet initiative, which will debut in a small
fraction of the company's more than 6,500 stores, comes as part of
the game retailer's attempts to expand its business beyond typical
boxed game sales. If successful, GameStop said it should begin
expanding the program next year.
Some of the company's other programs have included increased
emphasis on selling access codes for additional game content, such
as extra maps and levels, alongside traditional titles. GameStop
has also expanded its trade-in program to allow customers to obtain
in-store credit for used Apple Inc. (AAPL) mobile devices, such as
the iPhone.
Those credits can be used to purchase games as well as the new
Android gaming tablets, which GameStop said it chose based upon
their ability to play graphically rich games while also connecting
to a high-definition television.
GameStop worked with each tablet and game maker to include
special code that will interact with a wireless controller that
GameStop developed to sell alongside the devices. The controller,
which will cost an additional $39 and is similar in shape and size
to one made for Microsoft Corp.'s (MSFT) Xbox 360, can control four
of the seven free games on the tablet from as far away as across a
room, GameStop said.
"It doesn't replace the gold standard of the gaming console in
your living room, but it's a good experience," said Tony Bartel,
GameStop's president. He added that GameStop hopes to spark
increased interest in high-quality games for tablets as a result.
"We expect manufacturers to jump in and say 'Ah-ha, that's what
consumers are looking for.'"
-By Ian Sherr, Dow Jones Newswires; 415-439-6455;
ian.sherr@dowjones.com