Yesterday, along with a slew of new functions in its Xbox 360 system update, Microsoft launched its Games on Demand store with full Xbox 360 titles for download. Is this move a game-changer or just business as usual?

The store launched with 24 titles, a mix of games from several companies. And while Sony has offered a handful of full games for download, Warhawk, Siren, and SOCOM, Microsoft has taken it a step further in launching a full store. Shane Kim, Microsoft’s VP of Strategy and Business Development for Interactive Entertainment, said, “It’s a natural evolution, not only of the capabilities of the service, but the expansion of the business model that we offer, not only internally, but to our business partners.”

Read the full article at Fast Company.