GamersFirst is looking to make headway in two important markets: internet resellers and gaming cafés. To do so, the company set up a merchant center to offer a partnership with business owners to help promote and sell goods for APB and Fallen Earth.
Café owners are tempted to feature these titles more prominently in exchange for a premium service. This service may, but not necessarily has to, include exclusive items, 20% more XP earned, 20% more loot earned, and login preference.
Internet resellers also have good incentive to pimp GamersFirst products, especially as the company makes the point that they can set their price once game codes are purchased. Some of the things that can be sold include monthly subscriptions, in-game items, exclusive items, player currency, and exclusive packages.
[Thanks to Hutch for the tip!]