Sony has followed in Microsoft's footsteps by partnering with Game to offer digital content over the counter.

Initially, the deal will see a range of over 50 titles sold through 42 Game stores, although by mid-September, PlayStation Network content will be available in all of its 620 retail outlets here in the UK.

The move echos similar schemes Stateside with US retailer GameStop, as well as Microsoft's own partnership with Game, which saw XBLA content introduced to stores earlier this year.

Purchases will be offered on both cards and voucher codes, meaning cash-touting gamers can take their piggy banks down to a shop and still purchase their desired digital content.

According to the company, the Sony deal means Game will become "Europe's biggest retailer of digital games". ®