G2A has partnered with epay to add hundreds of gaming and entertainment gift cards to its online marketplace, as the global market for these products is forecast to exceed USD $62.6 billion by 2032.
The deal combines G2A's marketplace, which reaches users in more than 180 countries, with epay's prepaid and branded payments network. Through a single seller on G2A, users will be able to buy gaming, music, and video gift cards, including cards for topping up subscriptions, sending digital gifts abroad, and managing entertainment spending.
The partnership targets consumers who want to keep spending within a prepaid balance, use local payment methods or buy digital gifts for friends and family in other countries. It is intended to reduce the need to switch between multiple stores, currencies and payment options.
Forecasts cited by the companies suggest the gaming and entertainment gift card sector will grow from USD $21.8 billion in 2025 to more than USD $62.6 billion by 2032. That reflects broader demand for digital payment products that give users more control over how they pay for online content and subscriptions.
Single marketplace
The new offering adds hundreds of gift card options across gaming, music and video brands. Customers in dozens of markets will gain access to a wider range of brands, regions and denominations, with digital codes delivered within minutes.
Gift cards have become a common way to pay for online entertainment, especially in markets with lower card penetration or where users prefer not to link a bank account directly to digital platforms. Prepaid products are also used by consumers who want to limit spending on games, streaming subscriptions and in-app purchases.
For merchants, gift cards provide another route into international markets where payment preferences vary widely. Local methods, prepaid balances and branded vouchers can be easier for consumers to use than cross-border card payments, particularly where exchange rates, fraud concerns or limited payment access create friction at checkout.
The partnership expands G2A's catalogue of digital products, which already includes games, downloadable content, in-game items, subscriptions, software and e-learning products. More than 35 million people have bought over 135 million items through the marketplace, according to the company.
epay, part of Euronet, focuses on payment processing and prepaid products. Its network spans 66 countries and connects more than 1,000 brand partners with consumers through retail and digital channels, according to the company.
Consumer spending
The deal also reflects a broader shift in how digital entertainment is bought and gifted. Rather than subscribing directly through a single platform, many consumers now use vouchers and prepaid credit to move money between gaming, music and video services, often choosing products that can be bought instantly and sent across borders.
That has made gift cards a practical tool not only for younger players and gift-givers, but also for households managing recurring digital spending. In some markets, prepaid balances are seen as a simple way to avoid overspending; in others, they help people access digital services without relying on traditional banking products.
Transaction safeguards and verification processes are part of the arrangement. These measures are intended to ensure that gift cards sold through the marketplace are authentic and ready to use, while also supporting fraud protection during the purchase process.
Katarzyna Jakubiec, Chief Business Officer at G2A, said the company sees gift cards as both an entry point into digital entertainment and a routine payment tool for regular users.
"Gift cards are often the first step into digital entertainment for millions of people around the world, and, increasingly, they're the way people manage everyday gaming spend," said Jakubiec. "This portfolio expansion reflects close collaboration across our international teams. We identified the potential of epay's portfolio and worked closely on the integration to enrich our marketplace with complementary, high-value offers. By partnering with epay, we can offer even more of the world's most popular gift cards in one trusted place - making it easier for our users to play, create, and share. This collaboration supports our goal of making G2A.COM the go-to hub for global digital entertainment enthusiasts who rely on gift cards and want every transaction to be as simple as pressing play."