![]() “They were just using TryMedia,” says Wardell, referring to a company that says it sells technology enabling companies “to manage a game throughout its lifecycle.” When I ask how they play into the acquisition, Wardell says he’s pretty sure the Impulse sale won’t be good news for the company. I’m talking about the existing option to purchase digital copies of PC games online and download them directly. “Okay, but GameStop’s experimented already with digital downloads,” I say. “They’ve also gone out and attracted all these incredibly talented people to run it. “GameStop basically built a new company, owned by GameStop, but independent, and that answers directly to the president of GameStop,” says Wardell. He worked for weeks to make enough money to get his character outfitted, lit out of town, and was summarily killed and his corpse looted by a group of hostile players. Brad had a bad experience with the original Ultima Online (the one Ultima game I barely played). I still remember pulling the midnight-blue-on-black flier for Ultima VII: The Black Gate from the game box for Martian Dreams, one of the Worlds of Ultima spinoffs designed by Deux Ex lead Warren Spector. We talk about Origin’s Ultima games on the way over. ![]() Everything here looks new and well kept–no signs of the cratered, window-punched buildings you see in documentaries like Requiem for Detroit, and which you’ll find if you drive just 10 miles east. We hop in Brad’s car and head into the city, really a Detroit suburb. Wardell just sold Impulse to GameStop, the brick-and-mortar retailer that makes most of its money these days buying and selling used games. Impulse is one of a handful of digital distribution tools squabbling over the roughly 30 percent market space Valve’s borg-like Steam hasn’t yet assimilated. “Where the Impulse team used to be,” says Wardell, referring to Stardock’s digital distribution platform.
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