Home Media Magazinereports that Blockbuster is going to test online video game rentals. The test will begin in the Cleveland area beginning June 30th and expand nationwide by the end of 2009.
Blockbuster Total Access and by-mail subscribers in the Cleveland pilot test will be able to add games for the Wii, PS2, PS3 and Xbox 360 platforms to their current online rental queue for an incremental monthly fee, which will only be charged for billing cycles in which they have actually rented games.
For the set fee, subscribers can also rent as many games as they want during the month, one game out at a time. The game rentals will count toward the total number of rentals subscribers are allowed under their online subscription plan. Additionally, Total Access subscribers will get the same in-store exchange benefits with their by-mail game rentals as they do with movies.
“This pilot allows us to test a variety of implementation details and gather invaluable key learning and consumer insights before finalizing and launching a national online game rental offering,” said Bob Barr, VP and general manager of Blockbuster.com.
Cleveland seems like an unlikely location to start testing but Blockbuster must want to see how the service does in the midwest. It seems like a wise move for Blockbuster to expand online in all online entertainment areas including video rentals by mail. The Home Media Magazine article says GameFly is currently the largest online game rental provider fewer than 1 million subscribers.
Home Media Magazine 
