Walmart is reportedly the latest company to get involved in the trend of video game streaming services, just days after Google unveiled its Stadia service.

The US retail giant has been in talks with developers and publishers since earlier this year, according to US Gamer, and was actively engaged in talks during this year’s Game Developers Conference in San Francisco.

Despite this, it remains unclear how close Walmart is to potentially joining the nascent – yet highly competitive – video game streaming industry, which will also see services born out of Microsoft, Amazon, Electronic Arts, and others over the next year or two.

Walmart may not be the name of a company that many would predict could enter the video game streaming market, but the industry is young so may be worth a sniff. Equally, Walmart’s rivalry with Amazon is no longer just purely about retail presence and expanded way beyond that. This just another area where the two are set go to war.

Walmart isn’t entirely new to the realm of streaming services either and, earlier this year, decided to ditch plans to create a Netflix-esque video streaming service. At the same time, it has owned the Vudu video streaming service since 2010. Last year, Walmart partnered with MGM in order to bring original shows to the platform.