An on-demand online cloud-based gaming service is going head to head with gaming consoles such as Sony’s PS3, Nintendo’s Wii and Microsoft’s Xbox by allowing users to play full games downloaded to their TVs and PCs.

Called the OnLive Game Service, it was announced at the Game Developers Conference in San Francisco and is expected to go live in the USA on June 17 on PCs and Macs with the ability to play via TV screens expected by the end of this year.

Players, it is said, will be able to play graphic rich console-like games on payment of a small monthly fee of $14.95 (around £10).

Games expected to be available at the service’s launch include such popular blockbusters as Dragon Age Origins, Mass Effect 2, Assassin’s Creed II and Prince of Persia the Forgotten Sands.