Richard Branson To Make Games Like iTunes

Not often do you see a press release that blatantly says they're taking the functionality of someone else's product and applying it to a different genre, but we've got one here today. Richard Branson's Virgin is taking iTunes and applying it to PC Games.

Virgin Games and GDI to launch 3D Online Gaming Platform

Downloading of video games to grow rapidly after launch of new platform that aims to replicate functionality of iTunes

Virgin Games and Game Domain International (GDI) today announce the completion of the world's first tests on a 3D PC games platform, paving the way for a lucrative new market in the games industry.

The two companies expect the new 3D 'virtual world' platform, A World of My Own (AWOMO) to expand a games market already valued at $25b*.

The platform offers many key advantages over existing technologies - including rapid download speeds enabling play within minutes instead of hours, far greater security, and improved ease of use for the customer.

Sir Richard Branson, Chairman of Virgin said: "This is a really exciting development for us, as it gives us the opportunity to do for PC Games what iTunes has done for music. The GDI technology will revolutionise how the mass market will play games, and will give them more choice for less money."

The PC games industry is plagued by high distribution costs and piracy which has hampered the growth of this market. Several of the world's major games publishers have already registered their support. The Koch Media Group, Europe's largest PC games distributor, working with major brands such as EA, Ubisoft and Deep Silver, were one of the first to witness this new technology in action. At the recent demonstration, their reaction was so enthusiastic that negotiations are already well advanced in preparation for the AWOMO launch.

Koch Media are one of the pioneers of on line distribution and work with e-tailers such as Metaboli and Gamesload and have many years experience in on line delivery but are constantly looking for ways to improve their service.

Roger Bennett, former director of ELSPA, the games industry association, said: "After twenty one years in the computer and video games industry, I can honestly say I have recently seen in operation the most unique technology that can bring the most potential value to the industry."

Chris Gorman OBE, director of GDI, says, "The highly alluring combination of being able to download a game in minutes instead of the existing standard few hours and the promoted mega cash prize gaming tournaments will create a Mecca of opportunities for sponsors and promoters to target the vast gaming community."

GDI intend to launch their AWOMO platform later in 2007 with a large selection of games available in order to meet the huge international demand expected.

*Various collated estimates gleaned from DFC Intelligence, Screen Digest, ABI research, PwC, NPD and Chartrack.