GAME has launched a new online 'Downloader' where customers will be able to download full games straight to their computers.
Described as "the ultimate gaming tool" the Downloader also covers trailers, demos, patches and other such gaming gubbins automatically as and when you need them.
This all seems in preparation for a time when video game retailers will essentially be digital distribution services.
A completely boxless industry is an idea that many developers are thinking about in the search for more freedom and less threat from the pre-owned market.
GAME currently has Kane and Lynch 2 and Mafia 2 at discounted prices via its Downloader. They're £24.99 and £29.99 respectively.