U.S. video game retailer Gamestop is facing the wrath of angry customers after opening copies of Deus Ex: Human Revolution on PC and taking out the coupon inside, which grants users access to the OnLive version of the game for free.

On Live’s cloud-based service allows users to play the game on any compatible device. If bought separately the OnLive version retails at $49.99, but Square Enix teamed up with OnLive to giveaway the game. Problems arose when Square Enix didn't inform Gamestop that coupons to a rival service were inside shipped boxed of Deus Ex.

Gamestop take on the situation is that it was not told about the agreement so immediately informed staff to remove the coupons from all game boxes.

"Square Enix packed a competitor's coupon within the PC version of the game without our knowledge or consent and therefore we did pull these coupons," Hodges said in an e-mail. "GameStop's policy is that we do not promote competitive services without a formal partnership."

Despite removing coupons, Gamestop continued to sell unsealed copies of Deus Ex to consumers at full retail price. That was until someone obviously had a word. Gamestop has now informed customers that it will not sell any copies of Deux Ex: Human Revolution until Square Enix ships new versions of the game without the OnLive code. Gamestop will however sell the digital download version via its store and website.