Loot Crate, a fan-focused subscription box marketplace, is getting in the gaming business. Last week, Loot Crate announced the launch of Loot Play, a monthly digital gaming subscription for independently-developed PC games. Starting at $10 a month, Loot Play subscribers will receive five curated, high-quality indie games, including a featured title, delivered digitally on the 17^th or 18^th of each month. The remaining four games will be a mystery. An Active Steam account is required to redeem the codes necessary to play the games. Loot Play is currently only available to customers in the U.S.

Loot Play’s first featured title is Crossing Souls, developed by Fourattic and published by Devolver Digital. Fans of the 1980s will feel nostalgic as they control Crossing Souls’ five characters, each with unique abilities, who fight off supernatural forces and government conspiracies. It is a single-player action-adventure game, rated T for Teen.

Pricing depends on the terms, ranging between $10.00 and $11.99 per month:

• 1 month = $11.99
• 3 months = $11.49 per month
• 6 months = $10.99 per month
• 12 months = $10.00 per month

Pricing is dependent on the time commitment, but subscribers can cancel at any time.

“We want to solve two problems with Loot Play. We want to help subscribers find new games that are curated with a focus on creative new voices, and we want to help these independent studios reach new audiences through our large network of Looters,” said Erik Reynolds, vice president of product marketing and communications at Loot Crate in a news release.  “Loot Play will be Loot Crate’s first digital subscription product and will open the door for the company to continue its growth through digital offerings, redefine collecting and explore the relationship fans have with content.”

Loot Crate is partnering with Chrono.gg, a unique game seller that sells one unique game at a deeply discounted price every 24 hours. Yesterday’s game, for example, was Formula 1 2017 which sold for $14, 77 percent off the regular retail price of $59.99.

“The Chrono team is beyond excited to be a part of Loot Play,” said Justin Sacks, CEO of Chrono.gg. “Our company’s products and services are built around the notion of helping great game developers get their games discovered by new fans and new influencers. Working with Loot Crate on Loot Play is a perfect extension of their subscription service expertise combined with our relationships within the indie developer community.”

Insider Take:

This is an interesting venture for a subscription box company to undertake – delivering digital products. However, if a subscription box company is going to attend to fold digital games into the mix, Loot Crate is probably the one to do it. They already have a huge following of superfans who want themed products such as Anime, God of War, Marvel, Star Trek and Lord of the Rings. Adding gaming to the mix could be lucrative.

What we really like about this partnership is the focus on independent developers. They are trying to make game discovery easier for subscribers and developers, so everyone wins. Subscribers get access to games others haven’t even heard of yet, and indie developers get access to an audience they might not be able to reach on their own. Keys to success will likely be implementation, game selection and marketing.