Game has launched a new way of paying for its products as it aims to capture share in the digital games market.

Game said it has launched a new way for customers to “explore, find and pay for digital downloads, streaming, online gaming subscriptions and essential in-game items” through the launch of its Gamewallet.

It offers customers access to a range of digital titles, and, in what Game is calling a global first, the titles will be marketed in one place with customers able to buy items using their Game ‘currency’ -  reward card points and a Gamewallet top up card.

Group commercial strategy director Tricia Brennan said: “The digital games market is growing fast, but two things are holding it back: the reliance on customers using credit or debit cards online, and the lack of a one-stop shop offering advice across a wide range of titles from different publishers. We’re about to change that.”

Game has been striving to transform itself into a “truly multichannel retailer” under chief executive Ian Shepherd, and has revealed a seriesd of initaitves to help the retailer capture digital spend in the games market.

In February Game revealed it wanted to triple digital revenues as part of a three-year strategy to evolve into a fully multichannel business. The games specialist makes annual online sales of £100m at group level at present, and wants to increase the sum to £300m by 2013.

Game has partnered with transaction services firm InComm to launch Gamewallet, which is available from today.

Brennan said: “Gamewallet is designed for the 80%+ of our customers who are buying digital products in our stores using their Reward points, cash or a trade-in instead of a debit or credit card because they want security and control. 

“We want to make digital gaming accessible to everyone, and will introduce new customers to great digital titles and experiences by presenting and recommending the best range of titles in one place.

“Over the last 20 years we have developed millions of close relationships with customers. They come to our stores for our expertise and advice and we are now able to offer that in the online digital world.”