Online rental giant Lovefilm has issued an apology to its customers for not informing them that the firm planned to abandon the games sector.
Reports emerged yesterday that the company will no longer be offering video games via its postal rental service.
Many consumers were both surprised and disappointed by the announcement, particularly those who use the service solely to try out video games.
A Lovefilm statement to Digital Spy said: "We're very sorry if any information about service changes reached you by third party or media reports, rather than coming from us first.
"We strive to communicate directly with our customers before releasing any wider statements concerning your Lovefilm service. On this occasion, clearly, we failed - please accept our apologies for this error."
Sites are reporting today that this will be officially terminated on August 8th.