Gaming gift card demand jumps 64% as players budget more digitally

Global purchases of gaming gift cards and vouchers rose 64% in the first half of 2026, according to G2A.COM, as players increasingly use them to spread spending across subscriptions, DLC and in-game purchases. The UK stood out with a 92% increase, signaling stronger demand for flexible digital entertainment spending ahead of major game releases and seasonal retail peaks.

Why it matters: - Gaming spending is becoming more planned and less tied to single launch moments. - Gift cards are giving players a way to set budgets, time purchases and spread value across games, subscriptions and add-ons. - The trend could strengthen during blockbuster launches and peak shopping periods in the second half of 2026.

What happened: - G2A.COM said global gaming gift card purchases rose 64% year-on-year in the first half of 2026, climbing from more than 1 million to over 1.7 million. - The UK was one of the strongest markets, with gaming gift card and voucher purchases up 92%, from more than 85,000 to over 160,000. - The findings were released ahead of National Video Games Day.

The details: - G2A.COM said players are using gift cards to budget ahead of major releases while still funding DLC, subscriptions and in-game purchases throughout the year. - Razer Gold, PlayStation Network and Steam remained among the most popular gaming gift cards in the first half of 2026. - Activity increased around Steam Sales, Steam's Medieval Fest and major console and subscription-platform releases. - G2A.COM said digital gift cards are becoming a more common way to store and spend value across console networks, digital storefronts and subscription services. - Purchases of gaming-related items rose 25% year-on-year in the first half of 2026. - Those purchases included vouchers, games, DLC and gaming gift cards. - Top-selling titles in the first half of 2026 included Minecraft: Java & Bedrock Edition, ARC Raiders and Resident Evil Requiem. - The UK's total gaming-related item purchases increased 39%, from more than 550,000 to almost 800,000. - Germany's gaming-related item purchases rose 40%, from more than 650,000 to over 900,000. - G2A.COM has seen Xbox Game Pass sales increase around launches including Forza Horizon 6 and Subnautica 2. - PlayStation gift card purchases reached record levels during the Grand Theft Auto VI pre-sale period. - The company serves over 35 million users from 180 countries and recorded more than 200 million visits in 2025. - G2A.COM offers more than 125,000 digital products, including games, DLCs, in-game items, gift cards, subscriptions, software and e-learning. - Deloitte has audited G2A.COM for over a decade, and the company says it has received the American CNP Award.

Between the lines: - The data points to a shift from impulse buying toward year-round entertainment budgeting. - Gift cards appear to be gaining value as a flexible payment layer across multiple gaming ecosystems. - The strongest growth in the UK and Germany suggests flexible digital spending is expanding beyond a single market.

What's next: - G2A.COM expects blockbuster releases and retail moments such as Black Friday and Christmas to sustain demand in the second half of 2026. - The company expects gaming gift cards to play a bigger role as players manage spending around releases, subscriptions and ongoing content. - G2A.COM says growth in the UK and globally reflects a broader move toward choice, convenience and trusted access. - More information is available in G2A.COM's announcement.