GAME Retail has launched a free-to-play PC games platform.
Titled Free2Play, it currently offers EA games Need For Speed: World, Command & Conquer: Tiberium Alliances and Lord of Ultima.
GAME says "many more titles" are in the pipeline, including Battlefield Heroes and Battlefield Play4Free, but didn't confirm whether publishers other than EA have signed up to support the service.
A GAME spokesperson 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."
Last week, GAME began selling Nintendo eShop download codes.