A new venture described by its creators as the ‘iTunes for video games’ has now launched online – and is looking for fresh white label partners.

GameStreamer, the digital distribution and streaming service, offers developers and publishers access to a B2B network of consumer sites that will host their titles online, targeting a wide range of demographics.

Clients can choose from a selection of payment models, and decide whether they want their game streamed or available for download.

Sites hosting games delivered by GameStreamer include social networks, retailers, e-tailers, media companies, churches and schools.

The firm says its growing network will ‘result in the widest catalogue of games available anywhere’. The company acquired the rights to Iceberg Interactive’s PC games last week – and is now looking to partner with even more firms.

“Our white label partners are already highly successful businesses in their own right,” said GameStreamer COO Steig Westerberg.

“They typically have unique offerings that draw dedicated viewers. But what they lack is the skills, expertise and experience to expand a games store offering to their customer base. 

“We complement their existing offerings and build a game store that is indistinguishable from their existing website. Their customer base already meets the profile of game buyers and it becomes a natural extension of their offering. At first game buys might be impulse purchases, but end users soon realise how reliable the system is and come back for more.”