GameStop will soon roll out a new system that allows gamers to download extra content for their games without leaving the store, the retailer said on Thursday.

The gaming retail chain currently sells codes that gamers can redeem via their consoles when they get home, either for full downloadable games or add-on content for disc-based retail games. What its new system will do, GameStop president Tony Bartel told Wired this week, is let players skip that step of the process.

"There was a lot of friction about putting in a [25-digit] code... with a controller," Bartel said of the laborious process by which download codes must be entered into the console. Moreover, he said, players also complained about the length of time it takes to download the extra content once they got home.

Bartel says GameStop has solved these problems. Once the new system is in place, gamers will receive an email with a link less than a minute after buying the content at GameStop. By pulling out their smartphones in the store and clicking through, they'll be able to tell their consoles to begin downloading the content while they're still at the shopping mall.

Game publishing giant Electronic Arts said this week that it expects sales of digital content to surpass those of physical discs within a few years. As the game industry transitions away from the physical-goods model, retailers like GameStop are attempting to find ways to keep customers walking in.

The new system is currently only available for Xbox 360, although Bartel says that he "definitely" sees it migrating to other platforms. "It's GameStop-specific, and it works with any code," he says of the system. "We can take any of our partners and put them on our platform."