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Lovefilm ditches game rentals - entire service to end by 8th August


Board Game Addict
Staff member
Senior Citizen
12 Mar 2012
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UK rent-by-post service Lovefilm has ditched video games from its catalogue of available entertainment, to focus solely on films and TV series.

"We are no longer offering games rental packages to either new customers, or those who wish to change from a non-games package," cited the Lovefilm FAQ (via Gamebrit).

"In order to give the best possible service that we can, we are looking to focus on our strength, which is providing the best selection of film and TV content for our customers, and making it available whenever and wherever you want it."

That's as detailed as the explanation gets at the moment; whether the decision has anything to do with changes made for the next generation of Xbox and PlayStation consoles is unknown. But now Microsoft has abolished its licence-based trade-in solution, little has actually changed.

Lovefilm is owned by internet behemoth Amazon, and faces fierce streaming, video-on-demand competition in the UK from US-import Netflix - a service that also doesn't offer games for rent.

Both Lovefilm and Netflix are available on PS3, Xbox 360, Wii and Wii U. Netflix will also be available on PS4 and Xbox One, and presumably Lovefilm will too - but what with the announcements being US-focused so far, it's been hard to tell.

Update: Only new customers are affected and cannot sign-up to rent games by post, Lovefilm has clarified.

"Lovefilm confirms that games rental will no longer be available to new customers signing up to its service in the UK, with effect the week commencing 24th June," a spokesperson told me.

But the bigger question remains: Does this mean game rental is being phased out of Lovefilm's portfolio for good, and for everyone? Why else would new customers be excluded?

An answer is being sought.

Update #2: Lovefilm will end its game rental service - for existing customers as well as new customers - any time before the 8th August, a Lovefilm customer support agent told me on the phone this morning.

A commenter heard the same 8th August date from the same customer service team, and wrote to Eurogamer this morning to bring it to our attention. Thank you that person.

Source: Eurogamer


5P4M 80T
Senior Citizen
29 Jun 2012
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Never rented a game or film from them so won't affect me, I'm assuming the service was used but for them to bin it it must have been slowing down with the online passes and such. Suppose it will give them more money for films and TV so go for anyone who uses them.