"We are not doing this with a great deal of joy. We have been able to do this for a long time, we have held off," Mr Harvey said. "But you get to a point where you can't hold off."

Mr Harvey said the website would cannibalise sales from the company’s stores.

‘‘The prices are miles cheaper than what we sell them at the moment,’’ Mr Harvey said. ‘‘If people want to buy the games in our stores they can. They will pay a much higher price.’’

Mr Harvey said he had not spoken to the Australian Taxation Office about the company's new plan. All purchases on the website will be GST-free as long as they don't exceed $1000.



"There is no problem with the ATO, we haven't had a discussion but I don't see why we would," Mr Harvey said. The company has sought legal advice to ensure the plan meets Australian requirements.

The company's general manager for computer and communications, Ben McIntosh, said gamers had insisted on the new initiative.