Dixons Retail, which owns PC World and Curry's, has launched a digital download market for PC games.
The Dixons Games Digital Download Centre is now open for business and is offering the first 10,000 punters to sign up for an account four free games from Sega. If you sign up in time you'll be able to grab either the Action Pack which includes Medieval II: Total War Gold Edition, Condemned: Criminal Origins, Alpha Protocol and The Club - or the Family Pack which contains Sonic & SEGA All-Stars Racing, Sonic the Hedgehog 2, SEGA MegaDrive Collection 1 UK and Sonic the Hedgehog.
The rest of what's on offer here has a distinctly bargain-buckety smell about it, with gaming failures like Avatar knocked down to a cringeworthy £7.50 and retro arcade emulation nonsense Golden Axe going for 49p.
New releases and AAA titles are few and far between. The first chart game we could find was Call of Duty: Black Ops which for some unfathomable reason is listed at an eye-watering £60.09, more than twice its current price on Amazon.
Dixons does seem to have signed a deal with Bandai for Witcher 2 which is currently running at a fiver under its £30 launch price, but as far as we can tell that's about the only worthwhile deal on the entire site.
We suspect that Dixons will do some brisk business over the weekend, but that the vast majority of the first 10,000 people to sign up to the service will grab their four freebie games and head for the hills.