UK gaming gift card purchases jump 92% in first half

SOFIAH NICHOLE SALIVIO

News Editor

Purchases of gaming gift cards and vouchers on G2A.COM rose 64% worldwide in the first half of 2026, with the UK among the company’s fastest-growing markets.

Global purchases increased from more than 1 million to over 1.7 million during the period. In the UK, purchases rose 92% from more than 85,000 to over 160,000.

The figures suggest a shift in how consumers pay for digital entertainment, with gift cards used not only for new game launches but also for subscriptions, downloadable content and in-game spending throughout the year.

Razer Gold, PlayStation Network and Steam were among the most popular gaming gift cards in the first half, according to G2A.COM. Buying activity also increased around platform promotions and major game releases, including Steam Sales and Steam’s Medieval Fest.

UK growth

The UK also recorded broader gains across gaming purchases on the marketplace. Total purchases of gaming-related items, including vouchers, games, downloadable content and gift cards, rose 39% from more than 550,000 to almost 800,000.

Germany posted similar growth, with purchases of gaming-related items up 40% from more than 650,000 to over 900,000. Globally, purchases of gaming-related items increased 25% year on year in the first half.

Among the top-selling titles on the platform were Minecraft: Java & Bedrock Edition, ARC Raiders and Resident Evil Requiem. Xbox Game Pass sales also rose around launches including Forza Horizon 6 and Subnautica 2, while PlayStation gift card purchases reached record levels during the Grand Theft Auto VI pre-sale period.

The data adds to evidence that spending on games is becoming more evenly spread across the calendar rather than centred on a single release date. Consumers appear to be using prepaid credit to budget ahead for major titles while continuing to spend on recurring services and smaller digital purchases.

Spending habits

That trend matters for publishers, retailers and digital marketplaces because it can smooth demand beyond launch windows and seasonal peaks. It also suggests prepaid products are becoming a more prominent route into digital storefronts and subscription ecosystems.

Katarzyna Jakubiec, Chief Business Officer at G2A.COM, outlined the company’s view of the shift in player behaviour.

“The sharp growth in gaming gift card purchases shows how player behaviour is changing and how consumers are engaging with digital entertainment. Gaming is no longer defined by a single purchase at launch. Players are planning around a broader mix of experiences, from downloadable content and subscriptions to seasonal releases and in-game items. Gift cards support that shift by giving consumers greater control. They help players set a budget, choose when to spend and decide whether to put that value towards a major release, additional content or ongoing services. That flexibility is becoming increasingly important as gaming evolves into year-round entertainment. As blockbuster releases and peak shopping periods approach, we expect gaming gift cards to play an even bigger role in how consumers manage digital entertainment spending. The growth we’re seeing in both the UK and globally reflects a broader move towards choice, convenience and trusted access,” Jakubiec said.

G2A.COM serves more than 35 million users across 180 countries and recorded more than 200 million visits in 2025. Its marketplace lists over 125,000 digital products spanning games, downloadable content, in-game items, gift cards, subscriptions, software and e-learning.

The latest figures show prepaid gaming products gaining ground as both a budgeting tool and a payment option. In the UK, where purchases of gaming gift cards nearly doubled in the first half, the pattern was more pronounced than the global average.