GameStop Integrates Impulse Platform With Web Store

GameStop has competed its integration of the Impulse digital distribution platform with its web site, now offering 1,200 PC titles for download directly from GameStop.com. GameStop's new Impulse landing page directs users to download the Impulse client, which can be activated directly from download links on GameStop.com pages visited by a claimed 20 million unique visitors every month. The retailer is currently not accepting GameStop gift cards, gift certificates or Edge card credit as payment for Impulse downloads, but "anticipate[s] that these payment options will be made available in the future," according to the site. Impulse titles will also be included in GameStop's Download Days promotion, started earlier this week, which offers daily discounts of up to 75 percent on popular digital titles. "A key highlight for GameStop Impulse customers will be ease of use that will allow them to purchase, download, install, update and manage their digital purchases," GameStop general manager of digital distribution Steve Nix said in a statement. GameStop acquired the Impulse platform from creator Stardock in late March, a move GameStop president Tony Bartel told Gamasutra was part of a larger strategy to adapt to changing consumer demands. "Our customers are beginning to consume games in a hybrid manner, both physical and digital, so we are becoming a hybrid company to meet their needs," Bartel said at the time. The major brick-and-mortar retailer has increased its digital presence since establishing a digital business group in 2009, purchasing web game portal Kongregate last year and game streaming technology company Spawn Labs earlier this year. The company is expected to see over $1.5 billion in digital revenue by 2014.