But isn't free-to-play supposed to mean the death of retail?
As recently as a year ago that's what we were being told. But GAME's announcement of a new free-to-play platform is further evidence that retail might just find a role to play in this brave new world of digital gaming.
The service launches with three EA titles including Need for Speed World, Command& Conquer Tiberium Alliances and Lord of Ultima. Battlefield Play4Free and Battlefield Heroes are ‘coming soon'.
It's not known if other publishers are due to be coming on board, although more titles are most certainly on the way.
Launching our initial free-to-play offering in partnership with EA is a significant step forward for us at GAME,” a spokesperson stated. We're always looking to bring new ways of gaming to the UK's gaming communities and we are working hard to make sure we can deliver in every digital arena – free-to-play is just the start.”