GameFly, the popular game rental by mail service in the United States, is now under new management. Music and film distributor Alliance Entertainment has acquired the company, though the service will continue to function independently. Alliance?s Co-Owner and CEO Jeff Walker will assume the same positions at GameFly.
According to Walker, Alliance counts as the most massive media distributor in the county. The plan is to take that expertise, combined with that of GameFly?s, to pursue new possibilities that were previously unattainable. In a statement about the acquisition, Walker explained the following,

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