The subsidiary Virgin Games and Game Domain International (GDI) this morning announced a new 3D ‘virtual world’ platform called A World of My Own (AWOMO).

Koch Media is the first traditional PC games publisher to express an interest in the technology.The platform claims to offer key advantages over existing technologies - including rapid download speeds enabling play within minutes instead of hours, far greater security, and improved ease of use for the customer.

"This is a really exciting development for us, as it gives us the opportunity to do for PC games what iTunes has done for music," said Branson.

"The GDI technology will revolutionise how the mass market will play games, and will give them more choice for less money."

The PC games industry is plagued by high distribution costs and piracy which has hampered the growth of this market. Several of the world’s major games publishers have apparently already registered their support.

Koch Media is already a pioneer of online distribution and works with game download service companies such as Metaboli and Gamesload.

Roger Bennett, former head of UK games trade body of ELSPA, is also lending his support.

"After twenty one years in the computer and video games industry, I can honestly say I have recently seen in operation the most unique technology that can bring the most potential value to the industry," he offered.

Chris Gorman OBE, director of GDI, added: "The highly alluring combination of being able to download a game in minutes instead of the existing standard few hours and the promoted mega cash prize gaming tournaments will create a Mecca of opportunities for sponsors and promoters to target the vast gaming community."

GDI intends to launch the AWOMO platform later in 2007, with a large selection of games promised.