U.K.'s Virgin Challenges
U.S.-based GameTap

Virgin Games and Game Domain International (GDI) - following in the foosteps of Turner's GameTap - announced on Monday that they would be launching what they call the iTunes of PC Games - a "3-D online gaming platform" called A World of My Own (AWOMO) - reports Next Generation.

One of prime features of the platform is fast-downloading time, enabling gameplay "within minutes instead of hours."

"After twenty one years in the computer and video games industry, I can honestly say I have recently seen in operation the most unique technology that can bring the most potential value to the industry," Roger Bennett, former director of the Entertainment & Leisure Software Publishers Association (ELSPA) is quoted as saying.

European PC game distribution firm Koch Media is already on board with the AWOMO technology, slated to launch later this year "with a large selection of games available."