UK rental service Lovefilm has abandoned video games in order to reaffirm its focus on films and TV categories.
The firm announced its decision today on the company's website.
"We are no longer offering games rental packages to either new customers, or those who wish to change from a non-games package," reads a company statement.
"In order to give the best possible service that we can, we are looking to focus on our strength, which is providing the best selection of film and TV content for our customers, and making it available whenever and wherever you want it."
LoveFilm is yet to elaborate on its decision to drop video games from its catalogue offering. However, LoveFilm is set to feature on both the PlayStation 4 and Xbox One, in addition to both consoles' current-gen predecessors.