Digital distribution poses a major threat to video game retailers, whether it's full games or downloable content.  Even publishers are joining in, selling game downloads and discs directly to consumers.

Well, GameStop isn't about to sit there and take it.  In fact, the major video game retail chain is looking to start selling downloable content early next year with a new digital distribution program.  The program will be tested in early 2010 and works with Xbox LIVE and PlayStation Network. 

Basically, if a GameStop customer wants DLC, he (or she) can buy the add-on in-store, then have it ready for immediate download by the time he gets home.  Because that's so much easier than buying online from your computer or console...

This may be a viable option for gamers who prefer paying with cash, in person.  Either way, it's just an experimental program the company wants to try out, meaning there's still a chance their idea could flop and be withdrawn.

GameStop COO Paul Raines noted that while digital distribution for full games hasn't seen any significant growth, DLC has.  Raines states, "A large market for full game downloads is not imminent, [but] the add-on downloadable market will grow."