By giving players incentive to focus on just one account that can be used to fund multiple MMOs and other games, GAME is hoping that GAMEwallet will become the one-stop shopping center for gamers. Several MMO studios are on board with the program, with titles like RuneScape and APB Reloaded fundable through it. GAME is targeting a majority of its customers who don't use debit and credit cards to buy digital content because of security concerns.
GAME's Tricia Brennan sees move as not just a smart one, but a necessary one: "The digital games market is growing fast, but two things are holding it back: the reliance on customers using credit or debit cards online, and the lack of a one-stop shop offering advice across a wide range of titles from different publishers. We're about to change that."
GAME is currently struggling financially, as it recently announced losses of over $81 million from sales.