Bonus stuff, special editions, for the average Halo and CoD fan, no, they will never need to preorder to get their game in but for fans of more obscure titles they will need to preorder (especially if they are in smaller town, I have lived in bigger towns and there was still three times where I was the only reason they got a copy of the game in), a lot of websites and stores (Amazon, Best Buy, Wal-Mart) give you discounts or gift cards for preordering, and they call you to tell you when it is in so you remember and sometimes stores don't get the games in until a day or two after the date sites post.
Someone else said fan loyalty, I guess that too, especially for more obscure games. Preordering also costs no extra money and for stores it can be canceled even after the game comes out.
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