In a surprise move, UK retail chain GAME have announced a new partnership with digital games publisher Valve, one that will have GAME stores selling a range of Wallet codes for Valve’s popular digital platform Steam.
Customers have a choice of four denominations: £5, £10, £20, and £50, all of which can be activated when logged into Steam. GAME claim that the move “heralds the dawn of the retailer’s increased offering for PC gamers”, with GAME Chief Executive Martyn Gibbs saying “This is the latest initiative offering unrivalled value, range and ease of obtaining digital content for our UK gaming community.”
“GAME is the leading retailer of gaming content in the UK – one of the world’s largest gaming markets,” stated Jason Holtman, Valve’s Business Development Director. “By making Steam Wallet codes available at GAME, we are together delivering more purchasing options for gamers.”
While Steam is hugely popular, boasting over 1800 available games and over 50 million active user accounts, GAME have suffered a disastrous 2012 which saw stores unable to sell titles from publishers such as Electronic Arts and Capcom, and which also saw the company temporarily going into administration.