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LoveFilm drops game rentals

Sam Loveridge


LoveFilm Logo

LoveFilm has announced that it will no longer be providing a video games rental service to any new or existing customers.

The Amazon-owned streaming service has dropped its games rental package in order to focus on its film and TV series offerings.

Revealing the discontinuation of the service on the LoveFilm FAQ pages, Amazon had previously suggested the games-by-post service would be coming to an end when it sent an email to affiliate marketers.

“We are no longer offering games rental packages to either new customers, or those who wish to change from a non-games package”, confirms the LoveFilm FAQ. “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.”

The games rental service ceased as of June 24, with LoveFilm no longer taking any new games subscriptions.

LoveFilm has yet to offer any further details on the service’s termination, including how it could affect existing games-by-post subscribers.

Some are suggesting the decision is based on the discussions surrounding the next-generation Xbox One and PS4 consoles. However, seeing as Microsoft recently reversed its DRM policies and Sony never restricted used game sales for the PS4, this is highly doubtful.

LoveFilm faces huge competition from rival Netflix, so deciding to concentrate on its film and TV offerings is probably down to increasing competition.

The Amazon-owned TV and film streaming service is available on a variety of platforms including Smart TVs, PS3, Xbox 360, Wii and Wii U.

It is also available on Android and iOS devices like the iPad mini and Google Nexus 7.

LoveFilm subscriptions start at £4.99 per month for LoveFilm Instant.

TrustedReviews has contacted LoveFilm for further comment.

Next, read our Xbox One vs PS4 comparison


July 2, 2013, 10:33 am

LoveFilm streaming service is NOT available on Android!

If I'm wrong, please please please point me in the direction of the LoveFilm Instant Android application! I can't find a streaming program anywhere other than a client to change your postal rental list and watch trailers! Even the website uses Silverlight so it can't be streamed in the browser either...

This is one of the big benefits of Netflix; they DO have an Android client for their streaming service


July 2, 2013, 12:04 pm

That's my point exactly. Netflix have made the effort to be on lots of device platforms, even the "unpopular" ones, so you can watch their stuff on anything anywhere. lovefilm on the other hand are just on iOS and the game consoles.
I can watch a movie on my Surface RT tablet, on my Nokia Lumia phone, and on my Xbox 360 seamlessly.
I don't see how Lovefilm can justify limiting their market share like that.

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