EMA: Video Game Retail Activation Tech Could Generate Billions In Extra Sales

Video game retailers could see billions more in revenue by implementing "benefit denial" technology requiring activation of games at point of sale, claims the Entertainment Merchants Association trade group.

The EMA, which represents North American entertainment retailers, has been publicly discussing such a service for months and has been doing research into its potential effects.

It claims that benefit denial would reduce losses from theft as well as save on operational costs currently associated with keeping games locked in cabinets or held behind the counter.

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