Blockbuster UK is the latest games retailer to back free specialist games magazine Gamereactor UK.
As of this month, the publication will be available for free to customers in the entertainment retailer's 126 stores, adding to the 455 outlets Gamereactor is already stocked in.
Other retailers include GAME and Currys/PC World, as well as various independent stores and even universities.
By being distributed in Blockbuster, Gamereactor Magazine is increasing the number of eyes on our brand in the UK,” said UK editor-in-chief Gillen McAllister.
And given Blockbuster's focus on both games and movies, we're getting the magazine into the hands of a far wider audience, and bolstering our reach beyond specialist retailers.”
Gamereactor was launched in the UK in January, with a print run of 80,000.
It has been nominated for the Games Magazine prize at this year's Games Media Awards, while McAllister has been shortlisted for Specialist Writer – Print.