Microsoft is to launch a games-on-demand service for Xbox 360, allowing users to buy full games such as Mass Effect, Assassin's Creed and BioShock over Xbox Live.
Around 30 titles are due for the launch of the service in August, with Microsoft accepting direct purchase with credit cards, as well as the standard option of using Microsoft Points.
The service was announced following Microsoft's E3 conference during a VIP lunch for select members of the press.
As with Xbox Live Arcade titles, Microsoft is promising to release new titles every week, and users will also be able to rate games using a star rating system.
The company would not commit to detailing whether titles will launch for sale online day-and-date with boxed retail copies, with the initial batch of games suggesting the service will act as a resale opportunity for older product.
The initial batch of titles will also include Sonic The Hedgehog, The Elder Scrolls IV: Oblivion, Crackdown, Colin McRae DiRT, Call of Duty 2 and LEGO Star Wars.