Marvel Comics Expands Digital Strategy With Tie-Ins And Bundling


Credit: Marvel

Marvel (NYSE: DIS) Comics is beefing up its digital presence with a new digital-only line and print-digital bundles.

Starting in June, all print editions of Marvel’s $3.99 superhero comics will contain redemption codes for a free digital version. The company has already experimented with bundling on some titles, and Marvel’s SVP sales David Gabriel said, “The positive reactions from both retailers and fans make it clear that including these codes with our books drives customers into comic stores on a repeated basis.”

In addition, a new “Infinite Comics” line provides digital-only tie-ins. First up is Avengers vs. X-Men #1 Infinite, a counterpart to Avengers Vs. X-Men #1. Both will be available April 4.

Marvel already releases its comics in digital formats, so what’s new here is the digital-only stories. Print issues of Avengers Vs. X-Men #1 contain a redemption code to get the Infinite tie-in free. The Infinite tie-in is bundled with the digital version of Avengers Vs. X-Men #1. It can be purchased alone for $0.99.

Marvel also announced an augmented reality app that lets users scan print copies of select Marvel comics to view digital extras.

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