Virgin Media is targeting online gamers with a dedicated service that can be added on to a broadband subscription.
The UK operator’s VIVID 200 Gamer offering includes an unlimited data allowance, download speeds of up to 200Mbps and upload speeds of 20Mbps.
It costs £5 per month on top of Virgin’s most expensive broadband tariff, which currently costs £45.25 per month when not part of a bundle.
Virgin said the package had been designed in collaboration with gaming organisations such as Gfinity.
It cited data from online gaming service Twitch, whose users streamed 20 billion minutes of video per month last year, to show how popular the activity has become.
According to Ofcom, four in 10 UK internet users played online games last year, with 23 percent doing so weekly.
Gregor McNeil Managing Director of Consumer at Virgin Media said: “VIVID 200 Gamer takes our leading ultrafast broadband to boss-mode levels.
“We understand the frustrations when it comes to lag, disconnects and bandwidth issues, so right from the start we wanted to design a tier that builds on our superior connectivity to give gamers and streamers what they need.
“With the fastest speeds and reliable connectivity, this is broadband built for gamers.”
Virgin added 66,000 revenue generating units – individual services that subscribers sign up to - in the second quarter, its best Q2 performance in eight years.