Virgin Games is working with Game Domain International on a new 3D PC games platform designed to "do for PC games what iTunes has done for music".
Titled A World of My Own, the platform is said to feature fast download speeds, a user-friendly interface and enhanced security. It's due to launch later this year with "a large selection of games", according to a statement. PC games distributor Koch Media is already in negotiations with Virgin to support AWOMO.
"This is a really exciting development for us, as it gives us the opportunity to do for PC Games what iTunes has done for music," said Virgin chairman Richard Branson.
"The GDI technology will revolutionise how the mass market will play games, and will give them more choice for less money."
Former ELSPA boss Roger Bennett added: "After twenty one years in the computer and video games industry, I can honestly say I have recently seen in operation the most unique technology that can bring the most potential value to the industry."
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