Razer Game Store shuttered less than a year after launch
Razer will continue to cultivate its hardware and will weave gaming discounts into the Gold and Silver currency programs.
The PC gaming digital storefront arena is a roller-coaster and there has been a casualty in this battle royale for consumer dollars. The Razer Game Store is officially shutting down this month, less than a year after opening its virtual doors for chances at exclusive gaming software and hardware discounts built upon the company's collection of quality gear.
PC Gamer reported the store closing, which will be an interesting footnote in a time where the Epic Games store is attempting to take on Steam and other competitors for a piece of the digital PC gaming pie. When the store launched, it likely made a lot of sense for Razer to create a storefront catering to the games that consumers use their peripherals to play, but there's more to creating staying power than brand recognition and a quality pairing of ideas. Here's part of the official statement on Razer Game Store closing:
"We regret to announce that Razer Game Store (gamestore.razer.com) will cease operations on February 28, 2019 at 0100hrs Pacific Time as part of the company’s realignment plans.
It has been a privilege for us to recommend and deliver great digital game deals to you. We have been extremely fortunate to have you as part of our awesome community. Thank you for the support and making all this possible."
PC gamers' libraries are nearly ever-lasting, not living or dying entirely by the backwards compatibility decisions that accent the home console market throughout its history. Thus, a digital PC gaming storefront must entice consumers with additional features and support in order to keep them coming back. It's already difficult enough to penetrate Steam's firm foothold. Doing so and keeping it that way is going to take a calculated effort. The Epic Games store is making moves with a rotating free game and some exclusives to the platform, but more is needed or we'll have to write up another story about a store closing down the line.
Razer is closing this gaming store, but will be shifting the exclusive discounts that its customers enjoyed into the Razer Gold program. Razer Gold is a virtual credit that allows gamers to spend with various partners so that can take advantage of promotions and earn Razer Silver, the currency of the company's loyalty rewards program. Stay tuned to Shacknews for additional gaming and tech updates.
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