Verizon are already trialing a games on-demand service in the New York area stateside, and we today hear that rival Telecom giant AT&T are also going to offer up an on-demand digital service.

Cloud-based gaming 'services' are expected to be big in five to 10 years, according to AT&T, who state that they are considering a service similar to the proposition, which has already sparked widespread interest.

"The way we look at it is we have between everything almost 100 million customers, and we are evenly distributed demographically, so there will be lots of people who just want to play Bejeweled but there will be others who want to download Call of Duty. We need to accommodate them all," executive director of gaming Glenn Broderick told IndustryGamers.

"The customization work we're doing combined with our customer relationships will enable us to put together a service that is relevant to the customer, so that if I'm a mom of two who plays Bejeweled, when I go to the [portal] I'm not going to see an ad for the next or something.

"We're putting a ton of money into back-end systems for both mobile and the broadband site... We're making serious investments in the games space because it's now seen as a huge strategic initiative for AT&T. And before it just wasn't; it wasn't on the executive agenda."

More on AT&T's proposition soon.

By Luke Guttridge