It appears LoveFilm is going to stop offering game rentals to new customers or existing customers who wish to change packages.
From Eurogamer
UK rent-by-post service Lovefilm has ditched video games from its catalogue of available entertainment, to focus solely on films and TV series.
"We are no longer offering games rental packages to either new customers, or those who wish to change from a non-games package," cited the Lovefilm FAQ