The UK retail chain GAME Group has announced plans to enter the game rental business.

Aided by new business partner SwapGame, GAME will offer a monthly rental subscription which lets customers borrow a maximum of two games at a time.

Much like GAME’s newfound business rival, LoveFilm, the service is said to not include late fees. Users can receive a new game as soon an old one is returned, with a selection of software available for all the expected TV and handheld platforms.

“We spent a lot of time talking to customers, to find out what services they want from us and how we can help them enjoy more games and get great value,” GAME’s online business managing director Alex Croft explained to MCV.

Croft believes that the service is “a great way to help customers try games out before they buy. GAME.co.uk gives customers every possible choice, so that whichever way they want to get hold of games, we offer it – be it through home delivery, downloading, renting, ordering online or collecting in store.”

The retail giant’s presence in the rental market will no doubt stir a heated competition with market leader LoveFilm, a group offering a similar service but without the backing of the UK’s largest game retail outlet.