Turner Broadcasting's GameTap digital distribution service is knocking down its walled garden to offer free games to all. The company is still offering its premium paid membership, which it's now calling "Gold Level," but starting May 31 it's also introducing two tiers of free, ad-supported access in an effort to attract a broader audience.

Pricing for the gold level (no ads) remains unchanged ($9.95 per month, 99 cents the first month, or $6.95 per month for a one-year commitment). This premium model, of course, gives gamers the widest array of content, with access to over 850 games, GameTap TV content, and GameTap Originals and Indies games. However, for players who just want to get a taste of GameTap without paying a dime, there are two options. At the most basic level, any GameTap.com visitor can check out the site and play 30-60 games—the selection of free games is in frequent rotation—through the Lite Player. The games will be limited to E- and T-rated titles only. Visitors also can watch GameTap TV's web-based content, but R-rated content will not be available. This model will be supported with non-intrusive banner ads during gameplay while using the Lite Player.

The next step up is a "Green Level" membership, which requires registration, but a credit card is not needed. Again, 30-60 games in frequent rotation will be made available through the Lite and Deluxe Players. At this level, however, the games will not be limited by ratings, and users will also have access to multiplayer games and community features (forums, leaderboards, profile, avatar, etc.). There will be no limitation on access to GameTap TV content either. The Green Level will be supported with video roll-in ads prior to gameplay in the Deluxe Player and banner ads in the Lite Player.

Some of the first games under the new business model will include Metal Slug from SNK Playmore, Taito's Bust-A-Move and Space Invaders, Lara Croft Tomb Raider: Legend from Eidos, as well as Midway titles Joust, Robotron: 2084, and Rampage.

A number of casual gaming portals have been offering their games for free with ad-supported models, but this GameTap announcement is significant because it's the first time that a distributor of traditional video games is going the free route.

Although GameTap has done well in getting the attention of the core gamer audience, Stuart Snyder, senior vice president and general manager of GameTap, said that the service has the potential to expand far beyond a core audience, hence the newly expanded business model. "While our paid membership model has attracted serious gamers, another class of player is dropping by GameTap.com in droves: the mainstream gamer," he said. "These gamers want to play dynamic games they can access at work, home or anywhere, and aren't satisfied with the current portal offerings like card games and checkers. They want action/adventure, racing, sports, and fighting titles alongside the arcade classics."

We spoke with Synder to get the latest on GameTap and the new business model. Synder explained that they've already had a great first year with 20 million games played and membership up 299 percent by the end of 2006. Furthermore, the average time spent playing on GameTap by a user has increased 58 percent.

For GameTap, introducing this new business model is really a response to what the millions of visitors to GameTap.com each month have requested. While a certain percentage of those monthly visitors decide to subscribe to the service, Synder said it became clear that "we're leaving a lot of people that come to GameTap with an unsatisfied experience because it's strictly just an ad, an informational site. So we're expanding the tap and launching a free gaming experience."

Interestingly, although GameTap is obviously a PC-based service, Synder acknowledged that GameTap could one day be extended to other platforms, such as mobile, set-top box/cable or even consoles (although that's less likely because it would conflict with Xbox Live Arcade, etc.). "Since we've launched GameTap our whole focus has been on building the GameTap brand as a gaming entertainment brand. That means taking GameTap to as many different platforms that make sense for who we are and what we stand for. We're looking at all the different spectrums of where we can take GameTap," he said. "Obviously there are certain limitations on certain technologies, so that may change the product slightly... If we go to a mobile application we're going to be beholden to a technology that's there... But clearly, the concept of having a GameTap mobile product or a GameTap set-top box model is something we're investigating and exploring." And with Turner behind GameTap, one would think that working out a deal with cable companies would be a cinch.

Another huge part of GameTap's newly expanded business model includes a digital retail storefront, which will offer hundreds of new and catalogue PC games for purchase. GameTap will also be able to sell certain titles to its paying subscribers day and date with their brick-and-mortar retail releases.

The first game to be released under this program will be Eidos' Lara Croft Tomb Raider: Anniversary, which is a remake of the original Tomb Raider—the game that turned heroine Lara Croft into one of gaming's more recognizable icons.

"This is the first new deal with a major game publisher that will enable GameTap to feature the hottest games of today and tomorrow for subscription play in the same windows as traditional retail outlets," said Snyder.

Tomb Raider is just the beginning of what GameTap hopes will be many day and date releases, and it also shows that the video game industry continues to be a pioneer in the digital distribution landscape. Hollywood has discussed the possibility of making some films available for digital download day and date with their theatrical debuts, but to this editor's knowledge that has yet to happen.