PC owners are now able to purchase credit for leading downloads store Steam in branches of GAME.
The specialist is the first UK retailer to sell Steam Wallet codes from Valve, which enable users to buy games and DLC through Steam. Customers will be able to buy codes worth £5, £10, £20 and £50.
GAME is also offering extra trade-in value on selected games when used to purchase Steam Wallet, plus reward points.
The retailer referred to the new partnership as "the dawn of [our] increased offering for PC gamers".
"This is the latest initiative offering unrivalled value, range and ease of obtaining digital content for our UK gaming community," said GAME CEO Martyn Gibbs.
"We are delighted to be partnering with Steam as we look to grow our PC gaming communities together. The partnership forms a significant part of our icnreased offering for any PC gamer, which will also include a full digital catalogue available on tablets in-store to browse and new ways to pay for digital downloads, making the process easier and more secure than ever."
Valve's business development director Jason Holtman added: "GAME is the leading retailer of gaming content in the UK - one of the world's largest gaming markets. By making Steam Wallet codes available at GAME, we are together delivering more purchasing options for gamers."