UK retail chain GAME has announced a surprise partnership with digital games publisher Valve.
The brick and mortar retailer has today begun selling a range of Steam Wallet Codes in-store, in a move which it says "heralds the dawn of the retailer's increased offering for PC gamers".
Customers can buy Steam Wallet Codes in four denominations (£5, £10, £20, £50), which can be activated once logged into Steam. The terms of the deal between Valve and GAME were not announced - it is not clear how much of a cut from each sale GAME will receive.
In a move that could further rile packaged goods publishers, GAME is also offering an extra 33 per cent trade-in value on certain games against Steam Wallet codes.
"This is the latest initiative offering unrivalled value, range and ease of obtaining digital content for our UK gaming community," said GAME chief executive Martyn Gibbs.
Valve's business development director Jason Holtman added: "GAME is the leading retailer of gaming content in the UK - one of the world's largest gaming markets. By making Steam Wallet codes available at GAME, we are together delivering more purchasing options for gamers."
Since launching in 2004, Steam has accrued some 50 million registered users. In the years since, Valve has been viewed by some traditional retailers as a threat to their business.