The boxed games retail market may be down year-on-year but SteelBook SKUs are booming.
The game packaging is increasingly used for special editions, and manufacturer Scanavo says it has seen sales increase 500 per cent in the past year.
It claims more and more triple-A titles use SteelBook today than ever before, including games like Call of Duty, Assassin's Creed, FIFA and Super Mario.
Scanavo also offers a marketing suite to support SteelBook releases including pack shots, 3D movies, posters and art cards. The firm says the brand has built up its own fanbase.
A lot of SteelBook-specific fan sites have been created and we are of course very proud to see that,” added Scanavo sales manager Alice Lykke Bllow.
There are online marketplaces where consumers can sell and trade their SteelBook releases.”