Retailer GameStop fears that the sudden craze for digital games could drive game prices incredibly low, to the point that it could prove dangerous for retailers and the industry alike.
According to a statement made by the company’s president Tony Bartel in its most recent quarterly earnings report, almost $100 million worth of digital games have been delivered to consumers for free as part of hardware bundles. This includes the recent highly popular Assassin’s Creed: Unity bundle for the Xbox One and the upcoming PlayStation 4 Black Friday bundles.
“We want to help ensure that our industry does not make the same mistake as other entertainment categories by driving the perceived value of digital goods significantly below that of a physical game,” he said. “When the free digital token programs end, we believe that the industry will need to work together to continue to price goods in a way that sustains profitability and encourages a great innovation that this category needs.”
Bartel also said that according to a recent research, the average consumer only pays the average price of $22 for a new AAA game download. In contrast to that another survey dictates that the average price consumers are willing to pay for a full digital download is $35.
He didn’t mention on which platforms these surveys and researches were conducted.
With the ongoing price war between Sony and Microsoft, both companies are expected to send out addition bundles all the way through to 2015. The Assassin’s Creed: Unity bundle was an instant success and the upcoming PS4 bundles featuring GTA V and The Last of Us: Remastered are expected to sell out as well.