GAME Launches Free to Play Service

Retailer stepping out of its comfort zone.

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GAME Launches Free to Play Service
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 were always looking to bring new ways of gaming to the UKs gaming communities and we are working hard to make sure we can deliver in every digital arena free-to-play is just the start."
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