It has been discovered this week that LoveFilm, the Amazon subsidiary and UK-based rental service, has stopped offering game rentals to new customers.
The change to the LoveFilm services offering was discovered by the Gamebrit website, which explains that the game rental service previously supplied video game rentals by mail. This confirms the rumors from last week that the LoveFilm game rental service was closing to be true.
Official Confirmation and Customer Impact
LoveFilm issued an email officially confirming the news, stating it would “no longer be offering customers the chance to rent games through the LoveFilm by Post service.” This change took effect on June 24th, 2013. The email did not provide detailed reasons for the discontinuation, but it is speculated that the decision might be influenced by the increasing shift towards digital downloads and streaming services, which have been gaining popularity over traditional physical rentals.
However, at the current time, LoveFilm has not released any official announcement on how the change will affect existing customers who have enjoyed the ability to rent games from the service. This has left many long-time subscribers in a state of uncertainty, wondering whether they will still be able to access their favorite games or if they will need to seek alternative services.
Market Trends and Future Prospects
The discontinuation of game rentals by LoveFilm reflects broader trends in the entertainment and gaming industry. With the rise of digital platforms such as Steam, PlayStation Network, and Xbox Live, more gamers are opting to purchase or rent games digitally. These platforms offer the convenience of instant access without the need to wait for physical media to arrive by mail. Additionally, subscription services like Xbox Game Pass and PlayStation Now provide extensive libraries of games for a monthly fee, further diminishing the demand for traditional rental services.
Despite the shift towards digital, there remains a segment of the market that prefers physical media, whether for reasons of collection, nostalgia, or simply due to limited internet access. For these consumers, the closure of LoveFilm’s game rental service represents a significant loss. It remains to be seen whether other companies will step in to fill this gap or if the trend towards digital will continue to dominate.
As soon as more information comes to light, we will keep you updated as always. In the meantime, existing LoveFilm customers may want to explore other rental services or digital alternatives to continue enjoying their gaming experiences.
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