21m O2 customers will be able to get PC games ahead of their release, MCV can reveal.
The scheme is part of O2's multi-million pound Priority campaign, which previously allowed music fans the chance to buy gig tickets before they officially went on sale.
The communications giant has partnered with digital retailer Green Man Gaming to offer its consumers the chance to buy certain new PC titles up to 48 hours before their release date. But that's not all, free game downloads will also be available to new O2 mobile and broadband customers.
O2's head of home and broadband Felix Geyr said: We are keen to provide gaming solutions to our customers and the Green Man Gaming's proposition will address an insight we believe to be relevant to our customers.”
Green Man Gaming CEO Paul Sulyok added: O2's vision for the consumer is the most compelling of all UK operators.
With over 21m customers and market leading retention figures, O2 has proved that putting consumers first gets results.”
The move follows O2's commitment to music – with the firm running its own festival and securing naming rights over UK music venues.
In addition, MCV can reveal that O2 is not just selling titles digitally – video games are now available in many of its 490 UK outlets.
The company says it has an extensive range of software, which is available for anyone to buy, not just O2 customers.
O2 began trialling games in its stores last year. Consoles are also available to buy separately through O2's online store.