November 29, 2011, 3:39 PM

Instant access

GameFly.com takes the disc out of rentals.

Lead Photo

GameFly.com, the video game rental service, this fall made it possible for computer game players to download and instantly play as many computer games as they want. Previously, gamers had to wait to receive a disc in the mail. The download service is included in monthly subscription fees. Video games formatted for play on game consoles like the Wii or PlayStation are not downloadable. GameFly’s computer game catalog includes some 1,500 titles. The combo by mail and digital plan is reminiscent of the business model Netflix Inc. used to introduce consumers to digital streaming of movies. GameFly this year also introduced a way for GameFly subscribers to update their friends and other players about the games they are playing with a social sharing tool, and also added a gaming news blog to the site.

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