GameStop pushes into game publishing with launch of GameTrust label

GameStop is the world’s biggest game retailer, selling games created and marketed by publishers. But now it is moving into publishing games directly with its new GameTrust label.

The move takes advantage of GameStop’s 6,900 retail stores, as it carves out shelf space for GameTrust titles. But it isn’t exactly a declaration of war against GameStop’s partners, which include publishers such as Electronic Arts and Activision Blizzard. That’s because GameStop only intends to publish games that are in the $15 to $40 price range, in contrast to the $60 games published by makers of blockbuster games, known as Triple-A titles. GameStop’s move shows that everybody competes with everybody.