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As digital gaming continues to grow, so does the number of e-commerce platforms catering to this rising demand. One of the largest global marketplaces for digital items and entertainment is G2A.COM, which boasts over 30 million users worldwide. In a recent interview with The Standard, Brandon Tang, Management Board Member at G2A.COM, Wilson Toe, Managing Director at G2A.COM and Daria Sulgostowska, Head of Corporate Communications at G2A.COM, share insights into the evolving digital entertainment industry and the company’s strategies for adaptation.
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The shift from physical to digital gaming
Discussing the significant changes in the digital entertainment landscape, Wilson notes a major shift from physical to digital gaming. “When G2A.COM was founded in 2010, about 70% of the market was physical, with games primarily sold in boxes. By 2014, we transitioned to an e-commerce marketplace, and at that time, only 39% of the market remained physical. Today, that figure has dropped to just 5%, with 95% being digital,” he explains.
Daria points out that another big change came with the pandemic, which introduced many casual gamers to the digital space. “During the pandemic, over 82% of people worldwide engaged in gaming, with significant contributions from the Asian market. G2A.COM has its office in Hong Kong, recognizing it as a key gateway to this region. There is also a rise in demand for non-gaming categories, which led us to enhance our business strategy. Therefore, we allowed the sellers to add non-gaming offers while remaining a purely digital business, such as introducing vouchers for subscriptions, gift cards, software, and e-learning resources to our platform. Currently, sales on the marketplace are composed of 60% gaming and 40% non-gaming items.”
Anticipating future trends in gaming
Looking ahead, Daria identifies several key trends shaping the future of gaming. These include the integration of AI in game development, projected revenue growth in mobile gaming due to its accessibility and convenience, and the rapid evolution of cloud gaming and streaming services. Additionally, gamers now expect inclusivity and diversity in game characters, leading to more titles that reflect varied representation. Player engagement is also evolving, with users increasingly seeking ongoing support and community interaction, as seen in popular games like Fortnite and Destiny 2, which regularly introduce new content and host community events.
To stay ahead of emerging trends, G2A.COM’s research team evaluates which trends to pursue each year. “We’re integrating AI across departments to enhance user experience,” she explains. “We also recognize the importance of both online and offline promotions.”
She also points out that G2A.COM has a strong track record of predicting trends. “Years ago, we were among the first companies to collaborate with influencers, including PewDiePie, at the early stages of his YouTube career. Today, he is one of the most famous and influential YouTubers in the gaming community. And we have formed 1,000 collaborations with influencers, both micro and larger-scale, from around the globe.” This reflects the team’s ability to proactively identify trends and adapt their business strategies, particularly in recognizing the potential of influencer marketing and forging meaningful collaborations.
G2A.COM has also invested $12 million in supporting 70 esports teams and over 100 events, establishing itself as one of the largest private investors in esports globally. Daria attributes their success to their ability to predict and adapt to emerging trends.
Differentiating in a competitive market
In an increasingly competitive market, Wilson Toe, G2A.COM Managing Director emphasizes how the platform differentiates itself from its rivals. “Between 2019 and 2023, the number of e-commerce sites worldwide surged from 9.2 million to 26.5 million, reflecting significant growth in the sector. G2A.COM serves as an alternative and complementary sales channel, enabling sellers to enhance their revenue. We currently have nearly 40,000 sellers globally and offer 75,000 digital items, providing a diverse range of options in one place.”
G2A.COM has invested substantial effort into engaging with gamers to understand their needs and preferences. “We prioritize regular feedback from our community,” he says. “With a database of 30 million users worldwide, we conduct targeted surveys. We also perform A/B testing to gather insights into what resonates best with our audience.”
Additionally, Wilson shares that the company also maintains a conversational model between sellers and buyers, allowing it to collect insights directly. It also frequently consults gaming media and journalists for their opinions, conducting surveys to understand how G2A.COM can improve its services.
Establishing new partnerships
Currently, G2A.COM is also proactively seeking for new partnerships to stay close to the community. As Brandon Tang, Management Board Member at G2A.COM, says, the company has established partnerships with the sports community and collaborated with numerous influencers.
“For instance, we have a significant partnership with Drift Masters, a fast-growing drifting series in the world.” Last year, the company completed a year-long partnership that included six rounds across different European countries, with plans to expand to other continents.
“We believe that these events are spectacular. For example, the Grand Finale attracted 50,000 spectators, filling the stadium. Our surveys indicate that gamers are also avid sports fans, and many drivers in drifting began their careers with racing simulators like Assetto Corsa and they are still using them during their training sessions. This close connection between gaming and motorsports creates a win-win situation for both communities as it draws more attention for both sides,” he says.
Another key partnership this year is with Robert Lewandowski, one of the world’s top football players, and privately also a fan of the gaming world, who has joined G2A.COM as a global ambassador.
In addition to sports, G2A.COM is also developing a digital academy for chess and collaborating with schools to create curricula that incorporate gaming into education. “We aim to challenge the stereotype that games are only for children, especially since the average gamer today is 30 years old, not 18. Our G2A Academy works to promote this change, engaging both online and offline audiences.”
To further align with its mission of democratizing digital entertainment, G2A.COM has updated its slogan from ‘Go 2 Arena’ to ‘Gate 2 Adventure’. “We want to let people know that gaming is for everyone and ‘Gate 2 Adventure’ signifies that G2A.COM will serve as a platform for users to freely explore a variety of digital entertainment options that best suit their needs and preferences,” Daria stresses.
