LoveFilm has applauded publishers' efforts to encourage new sales with the rise of second user charges.
The inclusion of second user charges means rental copies of titles such as FIFA Online and UFC Undisputed 2010 will have limited functionality – but LoveFilm is happy to see games firms driving customers towards new purchases.
We're seeing rights holders in both film and game experimenting, trying different things to maximise their return of investment on any content they produce,” said chief marketing officer Simon Morris.
We're entirely supportive of that. Video games are expensive products to produce, so it's only right that publishers get as much of that back as possible.”