Online retailer ShopTo is now selling PS4 download codes.
The firm is offering codes for PlayStation Plus subscriptions, DLC, wallet top-ups and full games. It is eyeing the Xbox and Nintendo markets, too.
We have PlayStation, plus a few other things that will launch in the coming weeks and months,” said Rafal Skucha, marketing and IT director.
We're not going to leave Sony on its own – we're also planning with other major firms.
We are working closely with all the major publishers – Sony, Microsoft and Nintendo – to be able to offer the whole range of their products for customers.
"We are working hard to make all of them available, in order to make our offer thorough and complete.”
Skucha says that the push into digital is less about growing revenue, and instead about offering increased variety.
For us, digital is more just to complete the full shopping experience instead of building major revenue. It's going to be substantial, but it won't overtake physical anytime soon.”