In case it’s not already apparent, physical media for entertainment is on the endangered species list. Following Netflix in their attempts to ditch optical discs in favor of streaming, GameFly has just announced their intentions to do the same with the launch of a digital gaming distribution platform later this year.

TechCrunch is reporting that gaming rental by mail service GameFly has announced they’ll be making the leap to digital distribution in time for the holiday season, joining an increasingly crowded market currently dominated by Steam and Electronic Arts’ more recent Origin platform.

“This service will allow GameFly subscribers to buy Windows/Mac games rather than just renting as usually done through GameFly,” TechCrunch reveals. “This brings a whole new level of use to the GameFly service, which is currently the Netflix of video games. The upcoming computer client is more than just a retail outlet, as well. News, trailers, and video clips will attempt to make the program relevant in the crowded niche market currently dominated by Valve’s Steam digital distribution platform.”

GameFly has posted a page on their website to sign up for a closed beta which launches on September 8, when the company will hold a launch event in Los Angeles where attendees will each get two beta codes -- but anyone can sign up for the beta right now.

“We’re thrilled to bring digital to the gaming consumer in a meaningful way, as no other service or retailer brings physical and digital gaming together like GameFly,” said Sean Spector, co-founder and SVP of Business Development and Content for GameFly.

Further details are sparse right now, but check out the preview video to catch a glimpse of how GameFly’s digital storefront will look and feel, then head to their website to stake out your virtual place in line today.

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(Image and video courtesy of TechCrunch)