Adyen, a company that provides payments services for online retail giants like Uber, Facebook and Spotify, has added a bitcoin option to its platform.
BitPay and Adyen have partnered to offer bitcoin payments to gamers using Jagex, the UK-based developer behind popular online game MMORPG RuneScape.
An early adopter of the free-to-play gaming model, Jagex, is the first merchant to accept bitcoin payments through Adyen's platform, credited with processing $25bn in transactions last year.
Commenting on the rollout of bitcoin as a payment option, David Parrott, payment services director at Jagex, said:
"As a business that operates on a freemium model - where the payment process needs to be compelling enough to convert cost-free customers into paying ones - not having a barrier to entry for bitcoin users makes sense."
Tony Gallippi, BitPay's co-founder and executive chairman, commented that Adyen is "a strong partner to help expand bitcoin adoption worldwide".
Adyen raised $250m in venture capital last month, putting it at a $1.5bn valuation.
Disclaimer: CoinDesk founder Shakil Khan is an investor in BitPay.