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GameStop Launches GameTrust Publishing Unit

GameStop, which has been busy branching out from its core videogame retailing business, has done so again with the creation of GameTrust, a stand-alone publishing unit.

The new division, honchoed by gaming industry veteran Mark Stanley, has lined up four initial videogame developers, including Insomniac Games, with which it tested the publishing waters earlier this by developing an original title.

The No. 1 videogame chain has been scrambling to diversify its core business as consumers increasingly shift from purchasing packaged media to direct-downloading titles through their consoles.

Besides GameTrust, GameStop also operates a technology brands unit, which includes the Simply Mac, Cricket, and Spring Mobile chains of Apple reseller and AT&T mobile stores, and entered the entertainment collectibles business last June with the $140 million purchase of Geeknet.