Film streaming and renting company says it wants to focus on its strengths.
Movie rental company Lovefilm has revealed that it intends to pull the plug on its games services for both new and existing customers by August 8th.
Following the change, gamers will no long be able to rent games by post from the firm, with the group already refusing to rent games to new customers.
“Lovefilm confirms that games rental will no longer be available,” the company told Eurogamer.
The Lovefilm website explains the Amazon-owned company's reasoning, saying that it wants to focus on its main strengths.
“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 available whenever and wherever you want it,” Lovefilm stated.
The by-post and online streaming rental company has faced increased competition from US-based rival Netflix, with both services squaring off against each other over PCs, tablets and home consoles.
image: © Kenny Louie