GAME has unveiled its first foray into the games rental space with its new online service – GAME Rentals.

The service was formed in partnership with SwapGame, and allows consumers to borrow two games at a time for a monthly fee. GAME Rentals also offers unlimited play time with no late fees.

“We spent a lot of time talking to customers, to find out what services they want from us and how we can help them enjoy more games and get great value,” GAME’s online business MD Alex Croft told MCV.

“GAME Rentals will allow customers to rent games for a small subscription each month. Two games can be rented at a time, and when customers post one back to us, another will be sent out to them.

“It is a great way to help customers try games out before they buy. GAME.co.uk gives customers every possible choice, so that whichever way they want to get hold of games, we offer it – be it through home delivery, downloading, renting, ordering online or collecting in store.”

“In terms of promotion for the service, we’re currently marketing GAME Rentals to the hundreds of thousands of people who visit GAME.co.uk each day. We are also running targeted email campaigns to drive awareness.”

GAME Rental uses the SwapGame system, which was launched back in 2003. And the firm’s managing director Marc Day is excited by the new partnership: “We’re delighted to be working with GAME and have worked closely with them to deliver a superb consumer offering,” commented Day.

“With GAME’s brand presence and our rental expertise, we believe GAME Rentals will be a huge success for the UK games market.”

GAME Rentals is set to include the latest blockbuster games as well as classic titles, and will cover the Xbox 360, Xbox, PS3, PS2, PSP, Wii and DS consoles.