Gamers could be doing away with expensive consoles and PCs after the launch of a new product which brings the latest titles via broadband.

Net users only need their television set and a plug-in device to enable OnLive, which will be sold alongside control pads similar to those accompanying the PS3 and Xbox consoles.

The new product, which was officially unveiled at the Game Developers Conference in San Francisco, will work through both Windows and Apple Mac platforms.

OnLive founder and chief operating officer, Steve Perlman, told USA Today: "We're providing you with the latest high-end titles, the exact same ones you would see at Target or Best Buy, in the same release windows.

"There's no physical media. It's an all-digital platform. You never need to upgrade your equipment at home."

OnLive is expected to come on the market by the end of the year.