UK Retailer Game Group Launches In-Game Purchases Initiative

UK games retailer Game Group is set to launch a new online gaming payment service, that will allow players to pay for in-game items from various online titles using their Game Reward Points. Run in conjunction with prepaid gaming company InComm, a beta version of the initiative, named Gamewallet, will launch today with a limited number of titles already using the service. As part of the scheme, players will be able to put money into their Gamewallet via the official website, and then complete microtransactions using the funds. Games such as Runescape and APB Reloaded will use the service from the get-go, while other publishers such as Jagex, Outspark and K2 Gamers First are looking to use the service in their games. Tricia Brennan, commercial strategy director at game Group, explained, "The digital games market is growing fast, but two things are holding it back: the reliance on customers using credit or debit cards online, and the lack of a one-stop shop offering advice across a wide range of titles from different publishers." "We’re about to change that," she continued. "Gamewallet is designed for the 80%+ of our customers who are buying digital products in our stores using their Reward points, cash or a trade-in instead of a debit or credit card because they want security and control." Game Group recently posted significant losses for the first half of the 2011 fiscal year, noting that its future plans are to invest in digital, online and cloud-based gaming.