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.
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.
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