UK retailer GAME is dipping its toe into the Free to Play market, by launching its own online gaming service.
It's the latest step in the embattled brick-and-mortar chain's evolution, after changing consumer trends resulted in a catastrophic crash into administration for the company last year
. The move also highlights the identity crisis retailers are currently trying to overcome as GAME transitions from simple store-seller to service provider. It's the future.
At the moment, the retailer's Free 2 Play initiative only includes a number of EA games
- Need for Speed: World
, Command & Conquer: Tiberium Alliances
and Lord of Ultima
- but no doubt more are planned from other publishers as the service evolves.
A spokesperson for GAME hinted that it won't stop at the Free 2 Play promotion, and that it will explore similar ideas in the future. "Launching our initial free-to-play offering in partnership with EA is a significant step forward for us at GAME – we’re always looking to bring new ways of gaming to the UK’s gaming communities and we are working hard to make sure we can deliver in every digital arena – free-to-play is just the start."