You can now buy SimCity from Ubisoft.
The publisher has turned itself into a full digital retailer by selling games from rival companies. Just like EA Origin, consumers can now download the likes of Crysis 3 and The Walking Dead from its Uplay store.
Uplay was set-up as a means to link its games together, and Ubisoft then allowed consumers to buy games from it last year. 30 third party titles are available from right now.
As well as EA games being available to buy via Ubisoft, consumers can also buy Ubisoft titles via EA's Origin outlet, too.
"We see it very much as giving more content to gamers," said head of Uplay Stephanie Perotti.
"Competition is always healthy, and providing more digital content is good for the customers. On top of EA and Warner, we have invited indie developers to the service. So we really want to make sure our members are have a large array of games to choose from.
"Having content from developers like Telltale, the makers of The Walking Dead which is one of the best titles of last year and awarded by lots of press publications, is great. Offering games like this to a new audience is a good combination for them, too. These developers offer specific game styles and genres to our customers."
Other companies on-board for Uplay includes Warner Bros, Telltale, Bohemia Interactive 1C Softworks, bitComposer Games, Encore Software, Focus Home Interactive, Freebird Games, Iceberg, Nordic Games, Paradox Interactive, Recoil Games, Robot Entertainment, Torn Banner Studios and more.
There's more to come, says Perotti. Although she doesn't have a firm target to hit. And the firm is determined to not push its own titles over its rivals.
"It is definitely a different skill you have to put in place when you are trying to promote a large variety of content," she added. "We don't want over-push Ubisoft titles over other publisher's titles. We definitely want other publishers to be happy to be on Uplay. We will find away if the above situation does happen, to make sure everyone gets a fair shout and that gamers, more importantly, can get the content they want to see.
"We will announce more games and publishers soon, and we will continue to expand that over the coming weeks and months. It is very difficult to predict how many titles we will have on the service by the end of the year, but we are trying to get a significant number of titles from a significant number of partners."
Localised stores exist in the 16 territories that Uplay currently operates from, with Russia to follow. While visitors from other countries will be directed to the English International store.
As a launch promotion, Ubisoft is offering customers the chance to get Driver San Francisco Deluxe Edition, From Dust, Might & Magic Heroes VI Deluxe Edition, Rayman Origins, The Settlers 7 Gold Edition or World in Conflict: Complete Edition for free if they spend £15.99 or more.
You can hear more from Perotti in the very next issue of MCV, which comes out Thursday.