Blockbuster to launch rent-a-game trial

Blockbuster Video will launch its UK PC games rental operation within the next fortnight after more than a year of preparation, despite the fact that the concept has not been proven.

The rental giant decided that the operation was feasible last year, as exclusively revealed in PC Dealer (11 March 1998). It is expected to launch a PC rental range of at least 31 games and a combination of games and education titles.

A Blockbuster representative said an announcement was imminent, but declined to comment further.

The operation is to be launched in 12 stores, before expanding to all 660. The US will also be putting the system on trial and, if it proves successful, will be extended to 5,000 stores.

The titles will be protected from piracy through a key code system, unlocking the game for a set period of time and the software will be digitally watermarked.

A retail industry insider said: 'Renting console games is easy and a similar model to videos, but with PC games, the packaging will degrade quicker and there will always be piracy issues. It will have to be a good range.'

John Steinbrecher, chief executive of Electronics Boutique, said: 'I don't think the move will have a significant effect either way on the industry.'

But Nick Gibson, analyst at Durlacher, said: 'It will be very interesting and I'm not sure what the effect on the market will be. The console market is to dip next year as consumers wait for the next generation consoles, but the PC games market will continue to grow, which is why Blockbuster has targeted it.'