Pure Entertainment hopes to make a steal with its recently announced agreement. Investors certainly have, as shares rocketed 30%. Pure revealed that it had obtained the on-line rights to video game success Grand Theft Auto. This will be its offering once the site, which allows users to download games free of charge, is up and running in May. The group, which hopes to build a lengthy portfolio of popular games, has identified several revenue streams. Advertising has been identified as the principal revenue earner, in the form of banner advertising, advertising while the user downloads and in-game advertising, which all offer direct marketing opportunities. Using the site as an e-commerce portal and telephony revenues from the ISPs is another opportunity highlighted by the management. Indeed, it seems likely that this announcement is a prelude to further agreements, as Pure announced in December that it was in discussions with Europe's leading ISPs, portals and on-line retailers, with a view to establishing marketing, revenue and traffic generation partnerships.