US games retailer Gamefly has opened a UK website.
The site sells downloadable PC and Mac games, and follows the firm's acquisition of Direct2Drive from IGN last year.
As well as a website, the company has also launched an iTunes-style download client, specifically for the UK.
Gamefly is a big US online retailer of both digital and physical games. It also operates a LoveFilm-esque mail-order rental service.
Although the firm has no plans to launch its rental business in the UK, it says it could sell boxed games.
Physical retail in the UK might make sense,” said Sean Spector. If you can be a member of Gamefly and access discounts, and still sell games at a profit, I would be interested in that.
But our first goal is to get back to where Direct2Drive was. And to give people a viable alternative to Steam.
Digital is a small part of our business because it is still so new. But obviously we are real serious about it. Mobile and digital are big parts of our future, because that is where gamers are and to ignore that would be silly.
But physical will be around for a long time.”