Companies like Steam (and now EA) have already begun distributing their games by allowing users to download them, but Virgin is hoping to launch its own online game distribution service as the gaming equivalent of iTunes. "This is a really exciting development for us, as it gives us the opportunity to do for PC Games what iTunes has done for music," said Sir Richard Branson, Chairman of Virgin. "The GDI technology will revolutionise how the mass market will play games, and will give them more choice for less money." The services will be called A World Of My Own (AWOMO), and should launch towards the end of 2007. Publishers that are interested in the service so far are EA, Ubisoft and Deep Silver, although no agreements have actually been reached yet.