Steam "Store Within a Store" at GameStop, GAME UK, and EB
Subject: Systems | October 5, 2015 - 07:39 PM | Scott Michaud
Tagged: valve, steam os, steam machines, steam, pc gaming
According to SteamDB, Valve has struck deals with GameStop, GAME UK, and EB Canada to create “store within a store” areas in North American and UK locations. The article does not clarify how many of stores will receive this treatment. It does note that Steam Controller, Steam Link, and even Steam Machines will be sold from these outlets, which will give physical presence to Valve's console platform alongside the existing ones.
The thing about Valve is that, when they go silent, you can't tell whether they reconsidered their position, or they just are waiting for the right time to announce. They have been fairly vocal about Steam accessories, but the machines themselves have been pretty much radio silence for the better part of a year. There was basically nothing at CES 2015 after a big push in the prior year. The talk shifted to Steam Link, which was obviously part of their original intention but, due to the simultaneous lack of Steam Machine promotion, feels more like a replacement than an addition.
But, as said, that's tricky logic to use with Valve.
As a final note, I am curious about what the transaction entailed. From what I hear, purchasing retail space is pricey and difficult, but some retailers donate space for certain products and initiatives that they find intrinsic value in. Valve probably has a lot money, but they don't have Microsoft levels of cash. Whether Valve paid for the space, or the retailers donated it, is question that leads to two very different, but both very interesting in their own way, follow-ups. Hopefully we'll learn more, but we probably won't.