Lovefilm.com, one of the internet’s leading DVD rental firms, has made its first step into the games market by teaming up with French publisher Ubisoft to promote the highly anticipated next-gen title Assassin’s Creed.

The game will featured in the website’s weekly Friday newsletter, which has half a million subscribers, and an additional 250,000 branded envelopes will be sent out with rental discs. The homepage will also contain trailers for the game.

“Lovefilm provides a great platform to give Assassin’s Creed the attention and credibility it deserves,” Ubisoft’s group brand manager James O’Reilly stated. “With such an epic and cinematic look to the gameplay, the creative fit is perfect, and the release is well aligned to give Lovefilm’s game playing audience a truly spectacular experience”.  

Lovefilm’s head of marketing services Chris Bird added: “The phenomenal development seen in recent games titles has catapulted them into a league of their own, to the stage where releases are now seen as major events in their own right.

“Assassin’s Creed looks set to continue the nation’s excitement of next generation games, and we’re delighted to be so involved with Ubisoft in the run up to the release.  As well as renting the title, Lovefilm customers will also be able to buy the game through the new Lovefilm.com Shop, allowing us to deliver even more hours of gaming fun.”