GameStop starts a revolution with 'Deus Ex'

Allow me to preface this by saying, I'm an employee of GameStop, as well as a customer of GameStop. My intention of writing this article is to not only express my opinion on the matter, but to hopefully generate a positive discussion as well.

The way I feel on the matter of GameStop opening and removing codes which contained free downloads of the OnLive version of "Deus Ex: Human Revolution" from retail PC copies of the game is that it's a quick, fumbled fix to handle the situation. Not a permanent solution, and not a very good one at that. This turns out to be true since GameStop almost immediately sent word to remove any copies of the PC version until new shipments arrive, ones without the code.

So the question now must be, is it okay for them to do this? Whom does it hurt and whom does it benefit? It certainly does not benefit customers at first glance. There's nothing tangible, or immediate they recieve from this. But does it outright hurt customers? To think so requires a belief that whatever bonuses or add-ons that are included in a game are entitled to the buyer. If one has that mentality then DLC is like the biggest rip-off because it's a part of the game that is owed to them. In other words, no, consumers have not lost out on anything they should have gotten. They're not missing out.

So what does GameStop have to gain by removing these codes? Well, they're trying to protect their own partnerships, acquisitions, and attempt to stay competitive in a quickly-changing market. What the code represents is a piece of marketing and corporate partnership between Square Enix and OnLive. But GameStop already had a partnership with Square Enix where customers who pre-ordered the game could receive the first two "Deus Ex" games for free via GameStop's own digital download service. The fact that Square Enix has been in communications with GameStop, and allowed for their first copies to be pulled means in some respect, they know they're at fault.

But why go to all the trouble? Why risk alienating an already dwindling market: PC retail shoppers? GameStop is the largest retail video game supplier in the world. But what happens when the retail market becomes smaller than the download market, a reality that is quickly approaching? The company has already made some huge moves for the upcoming transition. By acquiring Impulse, Kongregate, and numerous other game-related websites, GameStop is positioning itself to be a powerhouse in the digital space. It only makes sense, then that they should want to protect their own up-and-coming services, and certianly not give their competitors any aid.

This entire ordeal is one that sadly infuriates many consumers, and many companies alike. No one truly wins from something like this, but everyone, in their own way, feels like they've lost. The worst part is, I bet more than anything, that this is only the first stop on a long road of games.