GameStop is in the works to jump into the game streaming business. As reported back in August, the service is currently in beta and scheduled for a 2012 launch. GameStop VP Mike Mauler has detailed today what they plan to do with the service:
In terms of a service, the consumer has to have bought the game, so we're not looking at a service where you can just play games in the cloud, you would buy the game through our loyalty program and through a partnership with the publishers we would give them an opportunity to possibly - this is still something we're working out - to be able to play their game when they're not at home with their Xbox 360 or PlayStation 3.
The way this would work starting off is GameStop would put accompanying supplements inside of the case that the consumer could then use to play the game when they're away from their PS3 or Xbox 360. Maybe this is why GameStop was quick to pull the OnLive codes from Deus Ex: Human Revolution copies when Square Enix tried the same thing earlier this year. Perhaps GameStop didn't want this to catch on until they themselves had their streaming service up and running?
GameStop streaming service detailed [Shacknews]