Virgin Games and Game Domain International have completed the first tests on a 3D PC games platform, paving the way for a "lucrative new market" in the games industry.

The two companies expect the new 3D ‘virtual world’ platform, A World of My Own, to expand a games market already valued at US$25 billion.

Virgin says the platform offers many key advantages over existing technologies - including rapid download speeds enabling play within minutes instead of hours, far greater security, and improved ease of use for the customer.

Sir Richard Branson, Chairman of Virgin, said: “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. The GDI technology will revolutionise how the mass market will play games, and will give them [sic] more choice for less money.”

Virgin says the PC games industry is plagued by high distribution costs and piracy which has hampered the growth.

Several of the world’s major games publishers have already registered their support for the new network. The Koch Media Group, Europe’s largest PC games distributor, working with major brands such as EA, Ubisoft and Deep Silver, were one of the first to witness the technology in action. "At the recent demonstration, their reaction was so enthusiastic that negotiations are already well advanced in preparation for the AWOMO launch," says Virgin.

Koch Media is one of the pioneers of online distribution and work with e–tailers such as Metaboli and Gamesload and has many years' experience in online delivery.

Roger Bennett, former director of the ELSPA games industry association, says: “After 21 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.”

Chris Gorman OBE, director of GDI, says: "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.”

GDI intends to launch the AWOMO platform later in 2007 with a large selection of games available.