Sir Richard Branson has today revealed plans for his new project entitled, 'A World of My Own'. Branson hopes that the new download platform will be the iTunes equivalent for the PC gaming industry.

“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,” said Branson.

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

The first publisher to sign up to the service is Koch Media, who've recently handled titles such as Vanguard Saga of Heroes and Warhammer: Mark of Chaos. More publishers have expressed an interest in jumping on board the Branson train

Branson claims his service will be an improvement on the digital download services that we currently use and says that 'A World Of My Own' will 'boast a much-improved download speed, allowing gamers to play only minutes after starting a download, greater security and an easy-to-use interface and controls.

Digital distribution is an emerging market for game companies as downloads dramatically reduce marketing and distributing costs.

Game downloading also creates opportunities for dozens of smaller game companies who struggle in the highly competitive game market to find a publisher to fund and distribute their games.