Online retail giant Amazon has launched a new online game store featuring more than 600 titles on Tuesday.

The largest online sellers of digital music and books said that the first batch of video games has specifically designed to attract casual gamers only.

The casual games available at company’s new Game Downloads Store at amazon.com/gamedownloads were priced below 10 dollars.

In an official blog post, Amazon said, “Today we are pleased to announce the beta launch of the Amazon Game Downloads store, our first step into the downloadble games space. Loaded with an ever-growing roster of casual gaming titles for your PC, the Amazon Game Downloads store features more than 600 games on day one, all price under a tenspot at either $6.99 or $9.99.”

Before customers are forced to buy them, all other games are also available for a free 30-minute trial. The games are only playable on PCs loaded with Microsoft’s Windows.

Amazon’s Games Downloads Store is its initial venture into the downloadable gaming world.

The game store is a beta launch, as Amazon agrees to add more titles in due course and is accepting all user advice in order to make the store even better.  

The company purchased casual game developer and distributor Reflexive Entertainment in October 2008.

To help encourage Amazon users to try out the new store and download the Amazon Games & Software Downloader application, Amazon is also offering the following games free of cost:  Jewel Quest II, Build-a-lot, and The Scruffs.