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SwapGame to offer white label rental partnerships

Online games rental site is "working with some very high profile names"

UK videogame rental site SwapGame.com has announced that it is to offer a white label games rental platform, giving retailers and content owners the opportunity to move into the space.

The service, which allows users to rent an unlimited number of titles for a set monthly fee, follows hot on the heels of GAME's announcement yesterday that it was to offer a similar service - a move which caused some consternation in parts of the industry.

"We have built up a wealth of experience over the last five years in leading this market, and we can now deploy a fully automated white label technology platform which seamlessly integrates into the partner's existing website within weeks," said Marc Day, SwapGame's managing director.

"We are working with some very high profile names who are now taking this sector very seriously, especially in the current economic climate as it provides customers with exceptional value for money when they need it most."

SwapGame also offers users the option of buying outright any game they rent at pre-owned price levels.

White label rental platforms have proved effective in other entertainment industries, with the LOVEFiLM-Tesco partnership a prime example.

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Phil Elliott