By Katarzyna Jakubiec, head of sales partnerships & new business at G2A.COM
E-commerce plays a transformative role in the gaming industry, extending well beyond in-game purchases. Its impact is most evident through digital distribution, which enables gamers to access full games, in-game items, and downloadable content (DLC) across various platforms like PC, Xbox, and PlayStation. Marketplaces such as Steam, Epic Games Store, and G2A.COM have revolutionised how players buy and experience games, offering instant access and greater convenience. These platforms not only enhance the user experience but also empower sellers by providing streamlined operations and cost-effective sales channels.
Marketplaces, which account for 62% of online sales, have emerged as major disruptors in digital entertainment. They’re reshaping how buyers and sellers engage with gaming content, providing a complementary alternative to independent sales channels. Sellers, including game developers and distributors, benefit from the marketplace model through services like customer support, marketing, and user acquisition. Platforms like G2A.COM offer personalised marketing, diverse payment options, and robust security, which have become crucial in maintaining trust in an increasingly digital world.
Integration of Artificial Intelligence
As the gaming ecosystem evolves, there are several key trends to watch out for now. Firstly, the widespread integration of AI. Many companies have showcased how they’re leveraging AI across various sectors. In gaming, AI has been particularly transformative, not only in game development but also in content creation. AI tools enable smaller studios to generate dynamic game worlds, artwork, and environments more quickly, making game production faster and more cost-effective. This democratisation of technology allows indie developers to compete with larger studios, making games more accessible to a broader audience.
However, this rise in AI-driven development raises concerns about the quality of games produced. While AI can expedite the creative process, there’s a risk that the games generated may lack the polish or depth expected by today’s demanding gaming community. With games becoming more expensive—often priced at €60-70—players expect a high level of quality and immersive experiences. As AI continues to shape game development, maintaining these standards will be critical.
AI’s contribution to creating a more accessible gaming sector
AI is also playing a crucial role in making gaming more accessible, especially for players with disabilities. Through AI-driven features, we can generate captions, audio descriptions, voice controls, and dynamic gameplay adjustments. Technologies like eye-tracking and voice interpretation allow players with different needs to fully enjoy their gaming experiences.
Beyond accessibility, AI is enhancing personalisation in gaming. AI algorithms analyse player behaviour, adjusting content and gameplay to fit individual preferences. This includes personalised game recommendations, adapting narratives and challenges, and matching players with similar interests or skill levels for multiplayer experiences.
G2A’s contribution to creating an inclusive gaming sector
Our recently awarded diversity campaign emphasised inclusivity across race, age, gender, religion, and colour. Regardless of your background or beliefs, we believe that everyone should have equal access to digital entertainment Contrary to common stereotypes that gamers are mostly young males or kids, 47% of gamers in the UK are female.
This message is also reflected in our internal culture, almost 40% of our employees are women. We’re a multinational team consisting of people from all around the world, from different continents, origins, beliefs and races. In 2024 we have appr. 400 employees from 12 countries. Historically we had employees from 40 countries. It’s something we want to share with our audience and community. It’s not just a statement—it’s what we practise within our organisation.
As a result of this approach, we’ve seen increased brand-related searches and direct traffic, showing the positive impact of our campaigns. Additionally, we are committed to fostering diversity, equity, and inclusion (DEI) within our workplace. Our top management team is balanced at 50/50 in terms of gender, which is especially significant in an industry traditionally dominated by men. We are dedicated to maintaining this balance and leading by example in the gaming industry.
We’re pleased to also see that this campaign is being recognised and appreciated by the public, having recently won an award at the E-commerce Awards for Best Digital Marketing Campaign. It highlights that now, people are no longer viewing diversity as merely a buzzword, but rather a necessary commitment that businesses need to integrate to help their company succeed.
The role AI plays in strengthening community
AI also strengthens community connections in gaming. Gamers are highly community-driven, as seen on platforms like Reddit and Discord, where they discuss upcoming releases and share experiences. AI can create safer, more inclusive environments by detecting toxic behaviours, harassment, and cheating, fostering a positive space for all players.
At G2A, we leverage AI across various areas, from automating processes to optimising operations. While we focus on delivering exciting content, we also prioritise security, which is essential in managing digital content. AI plays a key role in ensuring robust security measures, helping us protect users, and maintaining trust in our platform. At G2A we have an AI usage policy established by our Legal and Security departments, requiring every AI tool to undergo a comprehensive security review prior to any implementation or testing within the company. This process ensures the safe introduction and evaluation of each technology’s effectiveness. Additionally, all teams at G2A have been tasked with exploring
