Ubisoft and Electronic Arts have announced plans to sell games from competitors in their online shops.
PC games from Electronic Arts, Warner Bros. Interactive Entertainment, and a number of other publishers, are now available in Ubisoft's Uplay store.
Similarly, EA will offer Ubisoft games like Assassin's Creed III, Far Cry 3, and Tom Clancy's Splinter Cell via its Origin platform. Ubisoft games hit Origin in Europe and Asia starting 22 February and are already available in North America.
"Ubisoft is committed to continually improving Uplay and making it the most rewarding set of services available to our customers," said Stephanie Perotti, worldwide director of Uplay at Ubisoft. "Adding excellent titles [...] to [the] Uplay shop means that players now have more choice in where and how they purchase games online."
"The heart of any valuable gaming service is delivering all the great content that players want, and the addition of Ubisoft's top PC titles on Origin, as well as EA's titles to Uplay, is a big win for all of our players," said Michael Blank, vice president of production for Origin at EA.
Through 4 March, Ubisoft is offering a free digital copy of Driver San Francisco Deluxe Edition; From Dust; Might & Magic Heroes VI Deluxe Edition; Rayman Origins; The Settlers 7 Gold Edition; or World in Conflict: Complete Edition with the purchase of any game priced £16.99 or more, excluding pre-orders.
Among the third-party games available in the Uplay shop are Batman: Arkham City Game of the Year Edition (WB), Crysis 3 (EA), Orcs Must Die (Robot Entertainment), The Walking Dead (Telltale Games), and To The Moon (Freebird Games). Pre-orders for EA's much-anticipated SimCity Limited Edition are also available.
Additionally, existing Uplay members can redeem all Assassin's Creed III and Far Cry 3 Uplay rewards for free during the promotion.
By opening its service to third-party apps for the first time, Ubisoft is poised to offer some competition for Valve, whose Steam service has been going strong on various platforms, including the newly launched Steam for Linux. Still, Ubisoft and EA sharing their downloadable PC libraries isn't enough to shake up the market, Ars Technica pointed out.
"Maybe if Ubisoft and EA had seen fit to merge their online stores into one mega-service, they could possibly make a play to attract the kind of exclusive and desirable content they'd need to seriously compete," the site said.