Gamestop (GME) has reported weaker third quarter earnings, much of which was attributed to the delay of Ubisoft's "Assassin's Creed Unity," released a month later and now coming into fourth quarter revenue.

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Ubisoft's delay launched "Assassin's Creed Unity" a month late, in November. Gamestop did not account for the release delay when they revealed the forecast for the third quarter. The worse-than-expected financial results have caused Gamestop's stock to fall 10% in Friday morning trading.

Gamestop CEO Paul Raines, who has been on medical leave for three months, has returned to the company. Raines said Gamestop would work to maintain competitive advantage against other retailers in the holiday season, to ramp up sales.

The staff will be trained to understand the new needs of customers even better, the buy-sell-trade and PowerUp Rewards Loyalty programs will both work to give Gamestop more power when it comes to selling games at a cheaper price.

Gamestop also announced new exclusive downloadable content (DLC), where they will partner with certain studios to develop extra-content only available via Gamestop. This could be anything from a new suit of armor to a whole new mission, only available when bought at one of its retail stores.

Even though the concept is sound, many gamers do not like the idea of exclusive DLC content from one provider. It allows Gamestop a competitive advantage if the customer wants the full experience, even if they do not want to buy from Gamestop.

It is one of the many ways Gamestop is keeping itself relevant in the new digital age. PS4 and Xbox One offer day-one digital downloads, making it harder for Gamestop to sell games with any advantages on time.

Even with the digital changes, Gamestop did not see a drop in pre-owned titles being bought or sold. Gamestop has revamped its pre-owned policy to hopefully give customers better deals on their old titles, without feeling ripped off.

Gamestop's own digital sales are increasing, with 9.5 percent of all sales for digital content. Gamestop reportedly has tried to open up its own store on PS4 and Xbox One, to potentially challenge the main store on sales, but Microsoft and Sony won't allow it.

TagsGameStop, DLC, Assassin's Creed Unity, Paul Raines