Sir Richard Branson, Britain’s most famous entrepreneur (best known as the owner of the Virgin brand) has today unveiled plans for a service that provides downloadable PC titles, which he reckons could "replicate the functionality of iTunes." The project developed by Virgin Games and Game Domain International and named "A World of My Own" (AWOMO) aims to offer substantial advantages over similar services, including super speedy downloads, failsafe security, and an overall ease of use.

"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," boasted Branson. "The GDI technology will revolutionise how the mass market will play games, and will give them more choice for less money," he added.

A few companies have already stepped forward with positive words for the upcoming venture from Virgin. For example, Koch Media already has experience in the world of online distribution, and the likes of Gamesload and Metaboli have also expressed interest. Roger Bennet, the former boss of the ELSPA was all-too pleased to talk up Branson's AWOMO.

"After twenty-one years in the computer and video games industry, I can honestly say I have recently seen in operation the most unique technology that can bring the most potential value to the industry," he gushed.

The director of Game Domain International also piled on the praise, adding "The highly alluring combination of being able to download a game in minutes instead of the existing standard few hours and the promoted mega cash prize gaming tournaments will create a Mecca of opportunities for sponsors and promoters to target the vast gaming community."

A World of My Own is expected to launch with a large selection of games later in 2007.