Speculation is growing from numerous news outlets that the upcoming add-on game for Grand Theft Auto IV will be available to purchase not just online, but in stores too, marking a new precedent for how the 360’s downloadable content can be accessed.

These reports are not confirmed, yet a product listing on GameSpot’s website suggests that consumers can buy an “Xbox LIVE Marketplace token card” which will “contain a unique code to purchase The Lost and Damned over the Xbox LIVE Marketplace.”

The Lost and Damned, Rockstar’s upcoming expansion to GTA IV, will be available for download in the US on Feb 17, priced at Rob Crossley9.99.

The retailer states that the boxed version will have “no disc included in packaging” and that the retail version is simply a vehicle for an Xbox live transition that doesn’t require Microsoft Points, nor credit card details. If true, it will be the first Xbox Live title to be distributed in this manner.

This remains unconfirmed news, and many questions linger. Edge has contacted all involved parties.

More as it comes through.