The brick-and-mortar video games retail institution recently started selling digital PC content in store, and will now stock downloadable versions of PlayStation content such as the God Of War Collection and Killzone 3's Steel Rain DLC pack.
The content will initially rolled out to around 42 stores, with GAME and GameStation's full 620 store roster added in September.
This is a significant step forward in our digital strategy. For the first time, gamers will be able to browse a wide range of digital titles for the PlayStation Network in our stores, alongside a variety of other digital and physical products, revealed GAME gaffer Ian Shepherd.
The partnership reflects the close and long standing relationship between GAME and SCEE across Europe as both companies move rapidly to innovate and bring new products and services to customers.
Big news and presumably smart timing for Sony considering the recent PSN outage may have dented some consumer's confidence. It's not quite clear what retail presence the downloadable content will have in store, whether it's a small card or simply a printed receipt.
Update @ 12:50PM BST: A GAME representative told Eurogamer that codes for PSN content will be printed on the receipt or sent via e-mail or text.