The Amazon-owned UK rental service Lovefilm is no longer offering games rentals, in order to deliver the best possible film and TV series rental service.
"We are no longer offering games rental packages to either new customers, or those who wish to change from a non-games package," cites a section on the Lovefilm FAQ.
"In order to give the best possible service that we can, we are looking to focus on our strength, which is providing the best selection of film and TV content for our customers, and making it available whenever and wherever you want it."
Due to the timing of the announcement, some onlookers are linking Lovefilms' decision to the advent of next-generation consoles. But given that neither console will impose any restrictions on used games, this seems unlikely.
Lovefilm is also set to feature alongside major rival Netflix on the Xbox One, seemingly carrying on from its current placement on the Xbox 360 dashboard.
Did you use Lovefilm to rent games? If so, who would you go to to replace this service now?