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Amazon unveils Game Connect, adds new free-to-play games

The company says users will now be able to "discover and purchase virtual items" on Amazon and then have them sent directly to games in their game account.

Amazon today announced the launch of Game Connect, a new platform that provides users with games and digital delivery to their game accounts.

According to Amazon, Game Connect has helped usher in a rash of free-to-play and massively multiplayer online digital games that can be secured directly from the company's online-retail site. However, the main focus of the platform is the digital distribution it provides between and a user's game account.

With Game Connect, Amazon customers can purchase virtual goods for their titles on; then have them sent directly to a person's individual Amazon game account, which houses all their digital titles. According to Amazon, the process will let people use their current accounts to make purchases, and then have the goods available to them within the game they're playing.

One of the main benefits of Game Connect, Amazon says, is its convenience factor. Rather than compelling customers to pay for a virtual good and then copy a code to input into a game, its new service automatically opens up a feature without unnecessary user interaction.

In order for Game Connect to work, however, developers will need to integrate the platform into their titles.

Amazon has been quite focused on gaming lately. The company yesterday announced GameCircle, a platform that attempts to engage players by tracking their achievements and producing leaderboards for the Kindle Fire.