Game: UK store launches country’s first free-to-play platform

Thursday, 25th April 2013 13:08 GMT By Dave Cook

UK retailer Game has launched the UK’s first dedicated free-to-play platform called – surprisingly – ‘Free 2 Play’. The hub has launched now and contains three games, with more on the way.

You can check out Game’s free-to-play hub here, where you can already start playing Need For Speed World, Lord of Ultima and Command & Conquer: Tiberium Alliances. Battlefield Heroes and Battlefield Play4Free will be added soon.

It’s an EA-centric hub at the moment, and it’s not clear if other publishers have signed up to host their games there, but we’ll know more once it happens. Either way, Game isn’t taking the decision lightly.

In a statement sent to MCV, a Game rep said, “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.”

What do you think about a retailer with a bricks and mortar presence turning to the free-to-play space? Can such a service prove sustainable? Let us know what you think below.



  1. Stardog

    They’re just affiliate links. How is this a f2p platform?

    #1 2 years ago
  2. mistermogul

    “What do you think about a retailer with a bricks and mortar presence turning to the free-to-play space?”

    I feel that they are clutching at straws to find a way to stop the retail trade decline they are experiencing. Not sure this will be enough.

    #2 2 years ago
  3. GrimRita

    It really gets me how GAME just doesnt ‘get it’. With their current store set up, they can offer click and collects allowing buyers to order online and collect in store.

    Or, if they wanted to be really bold, they could offer free local delivery(within the centres they have their stores) – ideal for office workers.

    However, they still cling to their outdated formula which led to their downfall in the first place and brown nosing EA isnt going to help them

    #3 2 years ago

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