Fans of Sony's PlayStation 2 may soon be able to take each other on at their favourite games regardless of where they are in the country.
The Japanese company has struck a deal with Telewest to make its games available over the company's TV network.
Telewest has invested millions on enabling homes around Britain to have speedy internet access and interactive TV through broadband technology.
The alliance is the latest in a string of tie-ups this week by Sony as it tries to transform the game console into a home entertainment hub with capacity to handle internet access, telecoms, broadcasts, movies, music and games.
The deal is one of the first European link-ups between a broadband network and computer entertainment.
Sony said it would be testing downloading facilities that could eventually allow customers to try out new PlayStation 2 games with Telewest later this year. It would also look into the feasibility of multi-player gaming via the cable firm's network.
A Sony spokesman said this could see customers from across the country linking up to a central server and waiting for challengers - be it one opponent for a football match or 21 others to form the whole grid for a grand prix.
Other services may allow opponents to send each other messages during games as events happen.
Shares in Telewest rose 3.75p to 121.75p by the end of the day.