Understanding G2A


Pervious post: https://dylanbutlerblogs.wordpress.com/2019/09/20/g2a-discussed/


Bellow is a 10min cut version (extract) of a 34 minute podcast I created with my younger brother, educating him on the impacts G2A has made on the video game industry.


Here is the analytical frame work I devised for this DA.

Screen Shot 2019-11-08 at 8.49.44 pm.png

This project had me seek information form a variety of locations and sources;(Background reach was broken up into primary and secondary sources) 

  • Making a post to the r/pc gaming subreddit, asking for their opinions on G2A’s practices. Also reading community comments on videos and other posts.
  • Reading articles and watching videos recommended to me during my feedback cycles
  • Applying previously learnt marketing principles and drawing links to similar practices made by G2A.
  • Scholarly articles establishing the gravitas of pirating and the impact that has had on the video game industry.


My project was entirely centred around delivering on social utility, primarily for video game players that buy games online but are oblivious to the inner workings of the G2A site. Social utility; The goal here is to contribute/ help spread more light/info on how the success of G2A has impacted the video game industry, so that more members of the gaming community can make informed decisions when buying games.

My initial concept was spared from a desire to know more about my topic, as I had used G2A’s service perviously but didn’t know how they were able to operate/ deliver cheap games. My Concept moved away from a more niche investigation to one that could be understood by many non gamers and every casual gamers (again aiming towards the above mentioned social utility) This move was suggested by;

  • Commenters on my previous posts (although not all, there was some that stated to go further into a niche investigation)
  • A saturation of media and discussions being held by like minded people (group think), already with firmly established ideas about G2A. This left open a relative whole in the market for medium to reach out to game users (that don’t know much about the industry and what G2A is and their practices) that have used G2A or sites like it in the past or will purchase video games online in the future.

The above mentioned analytical frame work was designed to appeal to my personal interests on a business/ marketing focus within the video game industry. The reason for this that I’m personally not a ‘hard core’ gamer and this angle of analysis is still a relatively broad, but also fundamental for video games to continue to exist as a mainstream business venture that are today (not all, but most).

Concepts, also explored (in full podcast) where;

  • Video game piracy and DRM
  • Video game media coverage of negative news (in this case G2A)

Responding to Feedback;

I had nine comments on my last post (my beta) what they all had in common was:

  • I needed to address a wide audience with my DA that would understand the content being shared, have non-gamers/ people not in the ‘know’/ loop be brought up to speed without sacrificing too much info and most crucially, not sacrificing any vital information to my content.

I made changes to my project and also include my brother as test bench during the recording of my podcast as he is a non-gamer (with little understanding for G2A)and if he was able to understand and follow I would have achieved what I had set out to do. (again social utility)

What they had that stood out was:

  •  The use of other steam key resellers that aren’t operating the grey area, such as; Humble Bundle store, Greenman Gaming, Gamers Gate.  (Posted by Issac Allen)
  • “G2A Is So Bad Developers Would Rather You Pirate Their Games Than Buy From It” This video focused on points I was reading else where. (but also notably to commentary was very ones sided)

Success and limitations;

The biggest limitation for me was trying to cut down a 34 minute podcast int a 10 highlight reel. A video format would have been better (more neatly, not as jagged) at delivering the information with in the time slot however the podcast did provide the advantage of a discussion and again, to explain this content to a non-gamer, and having them understand provides this project with some hope of communicating my explored content with a wider community.


List of links used;

Moshhirana, A., 2019. Typhoid Mario: Video Game Piracy as Viral Vector and National Security Threat 93 Indiana Law Journal 2018. [online] Heinonline.org. Available at: <https://heinonline.org/HOL/LandingPage?handle=hein.journals/indana93&div=42&id=&page=&gt; [Accessed 1 Nov. 2019].

Orland, K., 2019. EU study finds piracy doesn’t hurt game sales, may actually help. [online] Ars Technica. Available at: <https://arstechnica.com/gaming/2017/09/eu-study-finds-piracy-doesnt-hurt-game-sales-may-actually-help/&gt; [Accessed 1 Nov. 2019].

Leack, J, 2016. Why You Shouldn’t Support G2A and Its Black Market Practices
Read more at https://www.gamerevolution.com/features/12659-why-you-shouldnt-support-g2a-and-its-black-market-practices#IWYWhc0OfSubT286.99, Gamerevolution    https://www.gamerevolution.com/features/12659-why-you-shouldnt-support-g2a-and-its-black-market-practices. [Accessed 5 Nov. 2019]

Kaczmarek, K., 2019. The Unwinnable War on Video Game Piracy. [online] Richmond Journal of Law and Technology. Available at: <https://jolt.richmond.edu/2019/02/09/the-unwinnable-war-on-video-game-piracy/&gt; [Accessed 1 Nov. 2019].

G2A, 2019. (Updated) G2A vows to pay devs 10x the money proven to be lost on chargebacks. Available at: <https://www.g2a.com/news/latest/g2a-vows-to-pay-devs-10x-the-money-proven-to-be-lost-on-chargebacks/&gt; [Accessed 3 Nov. 2019]

Worth of a Web, 2019. g2a.com Website Analysis. Available at: https://www.worthofweb.com/website-value/g2a.com/&gt; [Accessed 4 Nov. 2019]

Chalk, A, 2016. TinyBuild claims G2A sold $450,000 worth of its keys without paying a penny. Available at: <https://www.pcgamer.com/au/tinybuild-claims-g2a-sold-450000-worth-of-its-keys-without-paying-a-penny/&gt; [Accessed 4 Nov. 2019]



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