The UK's free-to-play market is worth an impressive £216 million, according to data collected by research firm SuperData.
The research firm confirmed to MCV that the figure generated represents sales of digital items from titles such Farmville and League of Legends.
Whilst the figures are considerable, they're still dwarfed by the revenue generated by retail. According to the same research, £812 million has been raised so far this year, and given Christmas is just around the corner, that figure is only going to increase.
SuperData are also predicting upwards growth in the free-to-play market, with a 22.9 per cent rise expected by 2015 (an estimate lower than predicted global growth of 53.5 per cent).