Lovefilm has confirmed that games rental packages are no longer available to new customers.
Rumours suggesting that the Amazon subsidiary would pull out of the games rental market emerged earlier this week, when a Lovefilm FAQ let slip that the company is "no longer offering games rental packages."
In a statement, Lovefilm apologised for not being the first to report the subscription package changes, but failed to clarify how the about-face would impact existing customers. It has been suggested that the games rental service could become completely defunct as soon as next month.
Lovefilm states that the decision to abandon games rental will allow the firm to focus on its core strength - "providing the best selection of film and TV content" - but the change has put the company's entire postal service into question, with customers left to ponder whether or not Lovefilm will align with rival Netflix to offer UK customers a streaming-only service.
Changes to our games subscription packages
You may have already heard reports about changes to Games rental as part of the Lovefilm service.
We’re very sorry if any information about service changes reached you by third party or media reports, rather than first coming from us. We strive to communicate directly with our customers before releasing any wider statements concerning your Lovefilm service.
On this occasion, clearly, we failed – please accept our apologies for this error.
We can confirm that Games rental is no longer available as an option for new customers signing up to Lovefilm. Nor is it available as an option for existing customers who are looking to change their package.
We will contact all of our existing customers in the very near future to confirm our Games policy going forward.
Again, we apologise for any inconvenience, annoyance or confusion caused by our lack of coherent communication on this matter.
