US game retail firm, GameStop, has announced its plans to provide its own mobile plan, in the form of GameStop Mobile. Using its own branded sim cards, it'll offer an unlimited voice plan with limited data for $55 a month.
There's nothing that special about the service, nothing to really differentiate it and GameStop is just using AT&T's network, so it isn't putting much muscle behind the venture. In reality the gaming firm is looking to the launch of the Wii U towards the end of the year to really turn around sinking sales numbers.
That said, with mobile gaming on the rise, it could mean firms selling traditional retail titles could try and reposition themselves as high-street app stores. Perhaps offering in-store demos and checks to see whether handsets will run certain titles.
Combine this with the fact that GameStop could also potentially sell unlocked phones in its electronics section - similar to CeX - shows there is room for expansion in this area. For now though GameStop appears to be taking it easy and not committing to anything too drastic with its first baby steps in the mobile game.
Despite the financial hits the firm has been taking recently, it did very well with its launch of Diablo III, suggesting there is still a lot of life left in games retail, it just needs to be done the right way.