GameStop has reportedly pulled copies of “Deus Ex: Human Revolution” from its shelves. (PAUL TAGGART/BLOOMBERG)

The decision follows the retailer’s decision to remove waivers included in the game meant to make up the price difference between store prices and the price of the game on the cloud gaming service OnLive.

GameStop is planning a competing product for streaming online gaming and said its store policy dictates that it cannot advertise for competing products without a “formal partnership.” Its employees were directed to open the sealed packages of the game and remove the coupons — ticking off customers.

In response to the situation, game publisher Square Enix released a statement apologizing for not telling the retailer about the waivers, Ars Technica reported.

"GameStop was not made aware of this inclusion and Square Enix respects the right of GameStop to have final say over the contents of products it sells and to adjust them where they see fit in accordance with their policies,” Square Enix has said.

Now GameStop has reportedly told its stores to pull all copies of the game in order to return them to Square Enix.

The tussle foreshadows a larger battle looming in the game industry over the online space. In addition to OnLive and GameStop’s plans for a streaming service, there is also Valve’s Steam platform and Electronic Arts new offering, Origin, competing for players online.

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