GAME becomes first retailer to back OnLive

GAME Group has forged a unique strategic partnership with OnLive, the cloud gaming service that launches in the UK today. In fact GAME is the first games retailer to work closely with OnLive.

The firm will sell the service to millions of customers in the UK, and eventually across Europe and elsewhere, starting with GAME’s ecommerce sites and later this year. OnLive’s products and digital service offerings will then be extended to the Group’s 615 UK stores and integrated with the Group’s popular loyalty schemes, the GAME Reward Card and gamestation Elite card.

It’s another step in embracing digital models for GAME. The firm has this year rolled out nationwide initiatives to sell Xbox Live and PlayStation Network content in-store. OnLive launches in the UK today after a US roll out last year.

The service promises instant access to a library of games, with little to no hardware needed except a PC or TV.

Ian Shepherd, CEO of GAME Group said: We are delighted to be partnering with OnLive. It will bring a totally new cloud based gaming platform to the UK customer.

"Through our websites and the teams in our stores, we will introduce the OnLive service to millions of customers and allow them to use cash and reward card points to buy games on OnLive. Today’s announcement demonstrates again GAME Group’s dedication to supporting innovation in gaming.”

Steve Perlman, Founder and CEO of OnLive, added: GAME Group is an ideal strategic launch partner for OnLive in the UK, and we could not be more excited about the relationship. GAME has a close one-to-one connection with gamers in the UK, and OnLive provides a unique offering that, on the day of launch, reaches almost all gamers in the UK instantly through their broadband connection, whether on a TV, PC or Mac, and soon on iPad and Android tablets.

OnLive will bring free instant demos to the, and if the player chooses, provide instant purchase and continued play of the videogame on OnLive through GAME’s loyalty currency or credit cards. After the demo gamers can alternately return to the GAME website to purchase the game on another platform, or learn more about it by and chatting with other players in OnLive’s massive spectating Arena. The OnLive-GAME relationship will bring an unprecedented level of choice, convenience and value for UK gamers, whether through the Internet or in a retail store.”

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