GameStop director of digital content Brad Schliesser asserts that fully half of the customers who purchased digitally distributed games and add-ons from the retailer were buying downloadable content for the first time. This audience is comprised of individuals who lack credit cards or are uneasy using their credit card online.
"I always believed if all we did was take customers who were shopping at the Microsoft storefront or the PlayStation storefront and make them our customers, that doesn't benefit the whole," Schliesser said. "If we were going to be a significant player in the content market, we had to widen the pie."
Schliesser said Xbox 360 digital goods account for two-thirds of GameStop's DLC revenue. Second place is the PS3, which takes up roughly 30 percent, while the remaining sales is split between other platforms, including Steam.