Gamers simply log on to www.infinitecontinues.com and register a list of the games they own and the games they want. The site then uses these lists to match people interested in swapping games. Once a match has been found people can agree swaps and exchange games directly by post or in person.

Unlike other swap sites there are no fees and no complicated tokens or point systems to grapple with.

A game bought new for £40 might be worth as little as £5 traded in at a shop or auctioned online. Using Infinite Continues the same game could be swapped for another of equal value for free.

Co-founders Chris Yiu and Adrian Yuen set up the site in their spare time after seeing stacks of games gathering dust on their friends' shelves. Realising that people all over the country are in the same position, they built Infinite Continues as an easy way for their friends to find people to swap games with.

Speaking about the site's launch Chris said: "We're thrilled that the site is off to such a good start. We set out to save gamers money and now people looking to swap their games have hundreds of new titles to choose from."

Infinite Continues has listings for all major video game formats, including the latest Nintendo, PlayStation and Xbox consoles.