Lovefilm Ending UK Game Rentals in August

Lovefilm has announced that it will terminate all game rentals for both new and existing customers on August 8.

As it currently stands, anyone new who signs up for the service won’t be offered the option to rent games, though existing customers are able to do so. Eurogamer reports that come August 8, game rentals will be removed from the service all together.

Lovefilm is owned by Amazon. It’s interesting that the company has decided to ditch its game rental service given that it was a big incentive to subscribe to Lovefilm rather than its rival, Netflix, which has never offered the option to borrow video games.

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