The subscription model was popular in the era of Java and Brew, especially in the US, and now it seems some publishers, aggregators and operators are reconsidering it for smartphones, notably Android.

For example, Gameloft has just announced its version.

Open to registered users of its Gameloft Club - currently just in the UK - this offers one of Gameloft's Android HD+ games every week for a rolling cost of 99p.

Little and often

The service is embedded into Gameloft's on-device store via the Club Buy 99p link, which is next to each qualifying game. Of course, the most recent releases aren't included but a good range of up-to-date titles including N.O.V.A. 2 and Starfront: Collision are now available.

Gameloft says it will also be including newer titles such as 9mm, Block Breaker 3: Unlimited and Silent Ops soon.

And, significantly, this isn't a rental service. Once a game has been purchased, users can keep it forever.

[source: Gameloft UK blog]