GameStop Opens New Games, Steals Coupon, Then Pulls Game from Shelves

All with the support of Final Fantasy publisher Square Enix.

Yesterday afternoon, GameStop (NYSE: GME) got into a bit of trouble when it was caught opening new copies of Deus Ex: Human Revolution for the PC. According to Ars Technica, GameStop employees were performing this unusual task with a specific goal in mind: to remove the coupon code that would allow users to acquire a free digital copy of the game via OnLive.

For those of you who are unaware, OnLive is a streaming video game service. The company is attempting to be the Netflix (NASDAQ: NFLX) of gaming, albeit with technology that isn't ready and a number of hurdles that have yet to be overcome.

GameStop currently makes the majority of its money selling boxed copies (both new and used) of video games. However, the company is aggressively seeking opportunities in the digital realm, as it knows that the future is heading in this direction.

As a result, GameStop did not want consumers who purchased the retail version of the PC game to be encouraged to use OnLive. After trying to get around this dilemma the old-fashioned way (by physically removing the coupons), the retailer has now decided to pull the game from its shelves. GameStop will resume selling Deus Ex as soon as it receives boxed copies that do not contain the coupon code.

Interestingly, Square Enix – the publisher of Deus Ex: Human Revolution – released a statement in support of GameStop's decision:

"As part of Deus Ex: Human Revolution's boxed offering on PC, Square Enix included a third-party coupon. GameStop was not made aware of this inclusion and Square Enix respects the right of GameStop to have final say over the contents of products it sells and to adjust them where they see fit in accordance with their policies. Square Enix invites gamers who want to purchase the PC version of Deus Ex: Human Revolution without additional coupons to buy the game at any one of over 4,000 GameStop stores in North America or purchase a digital download copy online from www.gamestop.com."

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