Game has struck a deal with Microsoft to sell downloadable games in its stores.
Want to know more about Game?
The games specialist said the move will bring digital games to “millions of new customers, and particularly to those who have no access to credit cards”.
More than 30 downloadable Xbox games - including Libo and Halo Reach - and extras will be sold from bays in more than 40 Game stores as part of a six month trial with Microsoft.
More titles and stores will be added as the trial progresses.
The move comes as the retailer prepares to next week reveal its strategy for the business. Under chief executive Ian Shepherd, the strategy is expected to have a heavy emphasis on digitalisation.
The games, priced from £2.04, will be sold as cards holding a digital code. Customers can trade-in their old games and collect Reward Card points when purchasing downloads.
Game group commercial strategy director Tricia Brennan said: “We know that lots of customers want to play downloadable games and they look to us, as expert retailers, for advice on the best way to do it.
“We’ve listened to them and worked with Microsoft to provide the answers. From today it will be much easier to buy downloadable games as they will be able to buy digital games in cash for under a fiver.”
Microsoft retail sales and marketing general manager, UK & Ireland, Neil Thompson, said: “We’re excited to offer this program to UK consumers as we see this as an innovative opportunity to work with Game in delivering Xbox 360 owners yet another highly attractive choice at retail.”