Steam's gift card: our Expert Opinion

Today, we’re diving into the world of Steam, one of the most popular and influential video game platforms in the world.

Launched in 2003 by Valve Corporation, Steam quickly revolutionized the gaming industry by becoming the first large-scale digital distribution platform. It allowed developers to sell their games directly to players—cutting out the middleman and offering better margins compared to traditional retail models. Steam paved the way for a more accessible and dynamic marketplace.

But Steam is far more than just an online store. Today, it’s a fully-fledged ecosystem. With a massive library of millions of games, social features that bring communities together, exceptional technical reliability, innovative tools like the Steam Workshop for modding, a transparent refund policy, and regular promotions such as the famous Summer Sale—Steam has become a central hub for gamers, developers, and content creators worldwide.

Steam continues to impress, with a catalog of over three thousand five hundred games, an annual revenue of four billion dollars, and more than one billion accounts, including ninety million active users. It’s no surprise, then, that Steam gift cards are among the most searched-for digital products online, with thirty thousand monthly searches and up to one hundred thousand in December alone.

In this episode, we’ll take a deep dive into what makes the Steam gift card a core part of the Steam experience—and why it’s become an essential product for players and givers alike.

If you’re new to our podcast, we structure our analysis around six key pillars:

1. The visibility of the gift card program on search engines and the Steam website
2. The purchasing journey and ease of ordering
3. Payment methods and available options
4. Delivery and activation of the card
5. How the Steam gift card integrates with the overall Steam ecosystem
6. B2B distribution and third-party platform availability

Looking to listen instead? Check out the podcast version here.

Visibility of the Steam gift card on search engines

Search query: “video game gift card”

For the query “video game gift card,” there is a strong presence of paid ads (SEA), primarily from Steam’s direct competitors as well as third-party distributors like Instant Gaming and multi-brand gift card platforms. These players currently dominate visibility on this keyword, outpacing the organic (i.e., non-sponsored) results.

At present, Steam appears indirectly through its third-party reseller partners who list its gift cards. However, outside of this indirect presence, Steam does not appear in either SEA (paid ads) or SEO (organic search). This presents a major strategic opportunity to strengthen its visibility on both fronts.

Why should Steam invest in SEA?

Running paid ads (SEA) could be especially beneficial for Steam, as the platform currently pays high commissions to third-party distributors and multi-brand card platforms. By driving traffic directly to its own page, Steam could reduce the costs tied to these commissions, gain more control over the visibility of its gift card, and decrease its reliance on resellers who often dominate the top paid results.

Search query: “Steam gift card”

For the “Steam gift card” query, paid ads also occupy a large portion of the search results, mainly managed by third-party distributors and multi-brand platforms. To counter this dominance, Steam should increase its SEA presence by targeting paid ads specifically related to its own brand. This should be done carefully to avoid cannibalizing direct sales via SEO.

In terms of SEO, Steam ranks well in first and second positions, but the third spot is held by a third-party distributor offering discounted Steam gift cards. To attract more buyers, this distributor shares part of its commission as a discount to the end customer, making its offer more attractive. This model directly cannibalizes Steam’s direct sales.

One solution would be to avoid working with distributors that operate open marketplaces and offer discounted cards, as this negatively impacts Steam’s margins. However, if this distributor drives significant volume, Steam should instead strengthen its SEO efforts to maintain top visibility and outperform these discount platforms.

That said, Steam does benefit from excellent visibility in FAQs through its helpdesk pages, which helps reassure buyers and build trust with consumers.

Visibility of the gift card on the Steam website

Strong visibility

The gift card enjoys relatively good visibility on the Steam website, with clear placement in the main menu and footer, making it easy to access for users browsing via a web browser. This is a strong point, particularly for non-Steam users—such as friends or family of gamers—looking to buy a gift card.

On the PC app, the integration mirrors that of the website, which is ideal for Steam users who want to recommend or gift a card to others.

However, adding a dedicated banner on the homepage—especially during key retail periods like the holiday season—could further enhance visibility. Highlighting the gift card during high-traffic moments would encourage more purchases when consumers are actively looking for gift ideas.

On the other hand, the mobile app currently lacks any dedicated space for gift cards, which is a significant gap. Many users make last-minute purchases on their phones and prioritize convenience. A dedicated section in the mobile app menu could significantly boost conversion through this channel.

Another point for improvement is the Steam search engine. Currently, it does not return results for gift cards, which represents a missed opportunity. Some users may search directly to check if a gift card is available—if nothing appears, the sale could be lost.

Improving visibility across other channels

 Beyond the Steam website and app, the brand should enhance the visibility of its gift card offering across external digital touchpoints:

• Social media: Promoting Steam gift cards on popular social platforms would help reach a wider audience, especially during peak gifting periods.
• Affiliate content: Partnering with bloggers or gift guide websites to include Steam gift cards in curated lists—such as "Top Holiday Gifts for Gamers"—could drive valuable traffic and conversions.
• Email marketing: Steam could leverage its vast player base with targeted email campaigns promoting gift cards, encouraging users to gift them to friends or family.

In summary, by strengthening gift card visibility across multiple digital channels and aligning promotion with key seasonal moments, Steam could significantly increase gift card sales.

Presentation of the Steam Gift Card Program

The gift card service page is well structured and clearly explains that gift cards are available in both digital and physical formats, allowing users to make purchases on Steam. However, some key information is missing. For example, it would be helpful to specify whether the gift card is divisible, what denominations are available, and its validity period. These details are essential, especially in light of the Consumer Rights Directive (CRD) and the Unfair Commercial Practices Directive (UCPD), which require transparency of information for buyers.

The distinction between digital and physical gift cards is clearly laid out, with visuals provided for each option. There is also a clear call-to-action (CTA) for each format.

Digital gift card linked to the Steam Wallet

The explanation of the digital gift card remains vague. It is mentioned that the card allows funds to be added to the recipient’s Steam Wallet, but little else is said—perhaps more details are available further down the page.

There is also a confusing statement: “Note: Digital gift cards are sent via your Steam account. If you don’t have an account, you can easily create one for free using your email address.” This is inconsistent with the rest of the user journey, as it is clearly possible to make a purchase without creating an account. Such a note may discourage some buyers—especially those who are not gamers and do not wish to create a Steam account.

Physical gift card in stores

Another point worth noting is the ability to purchase physical gift cards in retail stores. Since Steam operates entirely online, this involves third-party distribution partners as part of Steam’s B2B strategy (which we’ll explore later in this review). Highlighting this option is a smart move, as some buyers still prefer to offer a physical gift card.

However, the store locator functionality could be improved. Currently, it redirects to a global list and then to the homepage of each distributor’s website. It would be much more effective to integrate a geolocation tool that directs the user to the nearest sales points based on their country, and ideally, to the specific store locator pages of each distributor.

A relevant question: why doesn’t Steam sell physical gift cards directly online?
Steam has always advocated for a fully digital model, in line with its dematerialized philosophy. Offering physical gift cards would go against this approach. Moreover, managing the logistics of physical cards would be complex: given Steam’s global presence, it would require a robust system for printing, inventory management, compliance, and international delivery. For this reason, Steam rightly chooses to focus on digital distribution.

By limiting the sale of physical cards, Steam avoids the costs associated with production, inventory management, warehousing, and shipping—maintaining a streamlined and efficient structure.

That said, for those who still prefer a tangible gift format, Steam could consider offering the digital gift card in PDF format via email. This would allow the buyer to print and fold the card like a traditional one, making it easy to give in person.

Lack of Clarity and Reassurance

Continuing our analysis, the Steam gift card page lacks clarity and educational content, which may cause confusion for users. Steam gift cards work in a specific way, as they are integrated into the user's virtual wallet. Therefore, it would be helpful to clearly explain this process in more detail.

On the main page, it would be valuable to outline exactly how the buyer can place an order, and how the recipient can redeem and use the gift card. It is essential to clarify what a virtual wallet is and to reassure users about the security and simplicity of adding funds.

For example:

With or without a Steam account:
If you don’t have a Steam account, you can purchase a gift card without creating one. If you already have an account, the process is even easier and allows the gift card balance to be sent directly to the recipient’s Steam Wallet.

Once you’ve selected the desired gift card amount, simply follow the purchase instructions. At the end of the process, the recipient will receive an email with a unique code to redeem within a few minutes (if they don’t have an account).

If you are logged into Steam and are friends with the recipient on the platform, the amount will be credited directly to their Steam Wallet, and they will receive an email confirming the automatic credit.

Once the recipient has received the gift card, here’s how to use it:

• Access the Steam Wallet: The recipient must go to their Steam Wallet page.
• Enter the code: They’ll need to input the gift card code in the dedicated section.
• Confirm the credit: After entering the code, simply confirm to add the value to their Steam Wallet. The balance will be credited in the currency of their region.
• Use the funds: Once the wallet is funded, the recipient can use the balance to purchase games, downloadable content (DLC), virtual items, and more on the Steam platform.

Providing a simple explanation of what a virtual wallet is—especially for gift givers who may not be familiar with the Steam ecosystem—is essential.

An FAQ That Needs Optimization

At the bottom of the presentation page, there is a link to the Steam Helpdesk FAQ. However, the FAQ currently combines questions about the Steam Wallet and the gift card, which can be confusing. While both use the same underlying system, it would be more effective to provide a dedicated FAQ focused exclusively on Steam gift cards. This would better address the concerns of both buyers and recipients.

As a reminder, an FAQ serves two key purposes:

1. Boost SEO: By feeding search engines with the most frequently asked questions, you improve organic visibility.
2. Reassure the buyer: It helps remove the last doubts or friction points by providing clear, trustworthy answers.

Example FAQ to reassure gift card buyers:

1. Can I buy a Steam gift card without having a Steam account?
2. What should I do if I didn’t receive the gift card by email?
3. Can I buy a Steam gift card for someone in another country?
4. Do Steam gift cards expire?
5. Is buying a Steam gift card safe?
6. Can I cancel a Steam gift card purchase?

Example FAQ to reassure gift card users:

1. How do I use my Steam gift card?
2. Can I use the funds from my Steam gift card on any game?
3. What should I do if my gift card code doesn’t work?
4. Can I transfer my Steam Wallet balance to another user?
5. Will my Steam gift card be valid in all countries?
6. Can I use my Steam gift card to purchase subscriptions or discounted items?

The Steam Digital Gift Card Purchase Page

Missing Information

Now let’s move on to the process of purchasing a Steam digital gift card. Unfortunately, the amount is not customizable, which limits the available options. Buyers can only choose between five, ten, twenty-five, fifty, and one hundred euros. It would be wise for Steam to offer flexible amounts for its gift cards for several reasons:

1. Meeting buyers’ needs: A flexible amount would allow users to choose the exact value based on their budget or the nature of the gift, accommodating a wider range of buyers.
2. More personalized gifting: Being able to tailor the amount makes the gift feel more thoughtful and relevant to the recipient.

The purchase journey begins with an engaging line: “Give the gift of fun with Steam Gift Cards.” A great start, but the messaging quickly becomes unclear: “You can now add funds to your friends’ Steam Wallets by sending them a digital gift card.” While there is a link to the FAQ for more information, it doesn’t clearly explain how the gift card and Steam Wallet actually work. This information should be made more transparent—especially for buyers who land directly on the order page without visiting the presentation page.

Practical details are also missing, such as:

• The card’s validity period
• Delivery time
• Confirmation of global usability

For example, the card’s validity is not mentioned at all, although this is a mandatory piece of information. These elements should be placed right after the introduction so that the buyer quickly understands the key characteristics of the digital card.

Another area that needs clarification is the purchase process itself. It’s not immediately clear whether the card can be customized. It would be helpful to outline the customization steps clearly upfront (amount, message, etc.).

A Fragmented Purchase Journey

When selecting a card amount, Steam prompts the user to either create an account or continue without one. The guest checkout option is a strong benefit for non-gamers. Then, after entering the email (whether or not the buyer has a Steam account), they can add a message and the recipient’s name.

This makes for a fragmented journey that should be reviewed.

Ideally, all personalization and card setup options (amount, message, etc.) should come first, followed by email validation and then the payment step.

If this flow cannot be simplified into a single-page format, it becomes even more important to clearly explain the different stages of the purchase process from the beginning.

A one-page layout, where everything—setup, personalization, and purchase—can be completed in a few clicks, would significantly improve the experience.

Suggestions to Improve the Journey

To further enhance the gift card purchase experience, Steam could consider the following features:

• Choose a design: Adding the option to select a custom visual would make the gift feel more personal. Steam could take this a step further by offering animated visuals (e.g., GIFs) inspired by its rich gaming universe—similar to what Nike does with its customizable products.
• Schedule delivery: Allowing users to schedule the gift card delivery for a specific date would be a practical improvement. This way, the recipient receives the card on a birthday, holiday, or any special occasion.
• Hand-delivery option: Currently, Steam does not allow the buyer to receive the gift card email directly. Offering this option—where the buyer can receive the card by email and print it out to hand over in person—would provide a more personal and tangible experience.

In summary, the Steam gift card purchase flow would greatly benefit from being clearer, more streamlined, and emotionally engaging.

 Gift Card Payment

The payment process for Steam gift cards is simple and secure. Multiple payment methods are available, offering flexibility to users. The system includes 3D Secure authentication, which adds an extra layer of security by requiring bank verification—particularly important for guest checkouts to help prevent fraud.

Before finalizing the payment, a clear summary page is displayed, allowing the buyer to review all essential details: the amount, personalized message, and recipient’s email address. This step ensures everything is correct before confirmation, providing peace of mind for the buyer.

Once the payment is validated, a confirmation page appears, stating that the gift card is on its way and that a confirmation email will be sent. This is a reassuring step that confirms the order was successfully placed and the gift card will be delivered shortly.

Gift Card Delivery

The Buyer’s Delivery Experience

The confirmation email sent to the buyer includes essential details such as the amount, the recipient’s email address, terms of sale, and refund/cancellation policies. However, a few key elements are missing.

A buyer typically expects three things:

1. Order Confirmation: This step is well-handled by Steam.
2. Receipt/Invoice Access: This is problematic. I did not receive an invoice for my order, and in order to request one, I’m required to log in—even though I made the purchase as a guest. This creates a roadblock. If Steam offers a guest checkout, then customer service should be accessible via email without needing to create an account. Ideally, Steam should attach the invoice as a PDF in the confirmation email by default.
3. Order Tracking: Buyers want to know when the gift card will be received and activated. Unfortunately, Steam again requires account login to access tracking, which isn’t possible for guest purchases. This hurts the user experience and creates unnecessary frustration. A better solution would be to provide a tracking link that doesn't require an account or send a second email confirming the gift card has been received by the recipient. Including a copy of the gift card in the email would also be helpful in case the original email is lost or not received.

In short, Steam needs to ensure a seamless and equal purchase experience for both guest users and account holders.

The Recipient’s Delivery Experience

The recipient receives their email in under five minutes, which is excellent.

However, a major issue arises: although the purchase was made on the French store, the email was sent in English. Setting the email language based on the buyer’s location would be a valuable improvement.

The email subject line is clear and engaging: “You’ve received a €10 Steam Gift Card.” However, even though the buyer enters their name, the email shows "friend guest" as the sender, which is confusing. It’s important that the email clearly states the buyer’s name so the recipient can identify who the gift is from and trust the email is legitimate—reducing the risk of it being mistaken for spam.

The email body does include both the buyer’s and recipient’s names, which adds a personal touch. However, the call-to-action button “Accept Gift” is vague. As with the order page, more clear and reassuring information is needed—especially since gift card systems like Steam’s are not the norm in France.

The following elements should be clearly explained:

• Key characteristics of the gift card (required by law): value, usage conditions, and expiration date (even if there is none, this should be clearly stated).
• How the Steam gift card works: Let the recipient know that by clicking the link, the gift card balance will be credited directly to their Steam Wallet and can be used on their next purchase.
• If the recipient doesn’t have a Steam account: Clearly invite them to create one and explain that they will need to register the gift card to use it.

A Missed Opportunity in Gift Card Delivery

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Steam could greatly benefit from offering buyers the option to receive the gift card themselves and print it as a well-designed PDF, foldable in two or four like a traditional physical gift card. This option would meet the expectations of buyers who want to give a tangible gift, even if the product is digital.

The PDF would contain all the essential information about the gift card: amount, expiration date, usage instructions, and of course, a unique QR code that would allow the recipient to easily redeem the gift card into their Steam Wallet. If needed, the QR code could also redirect the recipient to create or log into a Steam account, ensuring that even non-registered or logged-out users could benefit from the gift card.

Offering this print-at-home option would allow Steam to meet the needs of users who prefer to give a physical present—while retaining the convenience and speed of digital purchasing directly on Steam, rather than requiring a trip to a third-party retailer that sells physical Steam cards.

Gift Card Redemption

As previously mentioned, Steam provides a call-to-action (CTA) to redeem the gift card, and it appears the card is directly added to the user’s Steam Wallet. This redemption method is ideal for Steam, and here’s why:

1. Simplicity and Speed
Redeeming the gift card directly into the Steam Wallet means the funds are instantly credited to the user’s account. There’s no need to manually enter a code for each purchase, which makes the experience faster and more seamless.

2. Balance Tracking
Once the gift card is added, users can easily monitor the remaining balance in their Steam Wallet, providing a clear and accurate view of their available funds. This encourages full use of the gift card and often leads to additional purchases made with other payment methods—generating incremental revenue for Steam.

3. Enhanced Security
Since the gift card is tied directly to the user’s Steam account, it is protected from loss, unlike a printed PDF or paper voucher, which can easily be misplaced. This method also reduces the risk of fraud, as the code is linked to the user’s identity rather than to a physical object.

4. Strategic Business Advantages
This solution also offers significant strategic benefits for Steam. By registering gift cards directly to user accounts, Steam can accurately identify the recipient of each card. This enables a deeper understanding of customer behavior: Is the user a new customer, a loyal one, or someone who’s reactivated? These insights can be used to refine marketing strategies and optimize the gift card program.

5. Improved User Engagement
Linking gift cards to Steam Wallets also allows the platform to track user engagement more precisely. This makes it easier to deliver personalized recommendations and targeted promotions, increasing the likelihood of repeat purchases and greater interaction with the platform.

In summary, enabling direct deposit of gift card balances into Steam Wallets is not only a practical and secure solution for users—it also brings clear strategic and commercial value for Steam.

Gift Card Services for Businesses

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Currently, Steam does not offer dedicated services for corporate clients, such as bulk gift card purchases for companies, HR departments, or employee representative bodies like employee benefit and incentive. While this might appear to be an untapped opportunity, it’s important to note that a B2B service of this nature may not align with Steam’s positioning.

Employee benefit and HR teams typically prioritize reward options that appeal to a broad and diverse employee base. Steam gift cards, although popular among gaming enthusiasts, are primarily viewed as leisure-related rewards, which may not suit everyone’s interests.

The verticals that perform well in B2B are those that offer universally appealing products—such as apparel or home appliances—which cater to a wide audience. Large retailers with extensive product catalogs, like supermarkets or general merchandise stores, are especially successful in this space.

Gift Card Distribution via Third-Party Partners

A Missed B2B Opportunity

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Despite not offering direct B2B services, Steam still has a strategic opportunity to access the CSE market, which plays a key role in employee rewards and incentive distribution. Steam could consider listing its gift cards on leading french employee benefit platforms such as EdenredCSE, Illicado, or Swile. These platforms allow employees from subscribed HR's to convert their allocated benefits into digital gift cards, including those for gaming.

Major gaming console brands are already present on these platforms, and Steam should consider joining them to gain market share—especially given that employee benefit  platforms account for sixty-eight percent of B2B distribution flows.

However, Steam must remain cautious about margin management. A closed-loop B2B model focused on employer-funded incentives would be a more viable strategy. This approach would position Steam as a premium partner for gaming-related employee rewards while allowing tighter control over costs and profitability.

Steam’s Distribution Strategy Is Already Well-Structured

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Beyond the employee benefit market, Steam has already implemented an effective distribution strategy for its gift cards to increase visibility and acquire new users. The brand is present on various third-party platforms, including open e-tail marketplaces like InstantGaming, which offers Steam e-gift cards, as well as brick-and-mortar retailers like Auchan and Leclerc. These partnerships help Steam leverage brand visibility and foot traffic to reach a wider audience.

Although Steam operates entirely online, its presence in high-traffic physical retail locations gives the brand a tangible presence in the offline world.

To further strengthen its physical presence, Steam has also partnered with "pin on receipt" and "cash to web" distributors—selling printed gift cards via receipts in convenience stores such as newsstands, cybercafés, tobacconists, and press outlets. This approach helps Steam gain local visibility and connect with consumers in targeted geographical areas.

This is, overall, a strong distribution strategy.

However, third-party distribution is not without risks. Open-platform B2C distributors typically charge higher commissions, which can erode Steam’s margins. It’s therefore crucial to maintain close oversight of these commercial terms.

Another risk is the cannibalization of direct sales. Some distributors, like InstantGaming, offer discounted Steam gift cards, potentially undermining Steam’s own pricing strategy and cutting into direct revenue. To mitigate this, Steam must carefully select its partners and avoid oversaturating the market with competing resellers that could dilute the performance of its own sales channels.

Other Key Areas to Monitor for Maximizing Performance

Performance Tracking and KPI Analysis
Steam should closely monitor the performance of sales through third-party distributors by analyzing key performance indicators such as profit margin, ROI, additional revenue, and wallet top-ups by users. The latter is particularly insightful, as it helps determine whether gift card holders are new, returning, or inactive customers. This level of insight would allow Steam to better evaluate the impact of distribution partners on user acquisition and retention.

Targeted Marketing Campaigns
Steam could leverage the visibility opportunities offered by third-party distributors by launching marketing campaigns aligned with its brand objectives. These campaigns could focus on increasing brand awareness, especially in highly competitive sectors such as video games, where standing out from the competition is crucial.

Flexible Gift Card Denominations
Offering flexible gift card denominations would allow Steam to better match consumer preferences. By providing more customizable options, Steam could address a broader range of needs, strengthening its position on partner platforms.

API Integration and Customer Support Improvements
It would also be valuable for Steam to implement APIs (if not already in place) to automate the delivery of gift card codes and ensure excellent after-sales service. A responsive customer support team and smooth transaction management are essential for maintaining strong relationships with distribution partners and ensuring a high-quality customer experience from start to finish.

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Gift Card Promotions: A Strategic Growth Opportunity for Steam

In the video game industry, promotions are a powerful strategic lever—and Steam is no exception. The ability to boost purchases and player engagement often relies on compelling offers and well-crafted promotional strategies. One valuable opportunity for Steam is to use its gift cards as a true marketing tool to drive new user acquisition and encourage repeat purchases on the platform.

Using Gift Cards as Purchase Incentives

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One idea would be to launch basket-based promotional campaigns. For instance, buyers could receive a Steam gift card to use on future purchases when they reach certain spending thresholds:
For example, a €10 gift card for every €100 spent, €20 for €200, and so on.

This type of reward-based promotion boosts average basket size and drives short-term purchasing. More importantly, it allows Steam to protect its margins, since the consumer must make another purchase to redeem the gift card—typically spending more than the card’s original value. It’s a strategy that fosters long-term loyalty and leads to more frequent, higher-value transactions.

Seasonal Gift Card Promotions

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In addition, Steam could highlight gift card promotions during key moments of the year—like the holiday season, summer sales, or other major events. These targeted promotions would not only boost direct gift card sales but also increase brand visibility during times when consumers are more inclined to buy gifts.

Referral and Loyalty Campaigns with Gift Cards

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Another smart approach would be to implement a referral system powered by gift cards. For example, existing players could receive a Steam gift card when they refer a friend who signs up and makes a purchase. This would help Steam grow its user base while rewarding its most engaged players.

This kind of reward-focused promotion is proven to enhance customer loyalty and attract new users through personal recommendations, which tend to be more trusted and authentic.

Ultimately, these strategies aim to drive repeat purchases and keep players active on Steam. By using gift cards as a marketing lever, Steam can increase purchase frequency while strengthening its ecosystem.
That said, it is essential to monitor the impact of these promotions to evaluate their effectiveness. For instance, Steam should analyze whether consumers who receive a gift card are more likely to buy again, and whether these offers lead to long-term user retention.

Conclusion & Score

Overall, the Steam gift card program has a strong foundation:

1. Accessibility: The program is well-integrated within the Steam ecosystem. Digital gift cards are easy to use for recipients and seamlessly linked to their Steam Wallets.
2. Solid Visibility: Gift cards are clearly featured on the Steam website—both in the main menu and footer—and Steam has a strong presence across third-party platforms that sell its cards.
3. Fast Delivery Time: Gift cards are delivered to recipients in under five minutes, enhancing the overall user experience.

These positive points justify a respectable score of 14/20, but several improvement areas could further optimize the user experience and business performance:

1. Enhance the Customer Experience in Purchase and Delivery:
   The purchase journey could be clarified by adding more transparency and education around the registration process of the gift card in the Steam Wallet. It's also important to offer an equally smooth experience for both guest buyers and registered users.
2. Strengthen Search Engine Visibility:
   Currently, Steam faces strong competition on search queries such as “video game gift card” and “Steam gift card,” where paid ads from third-party vendors dominate. A stronger SEO and SEA strategy would allow Steam to regain control of its gift card visibility and reduce reliance on external distributors.
3. Expand Gift Card Distribution to employee benefit Platforms:
   By making its gift cards available on platforms like Edenred, Illicado, or Swile, Steam could allow employees to convert their workplace benefits into Steam gift cards. This would open up a new revenue stream, increase visibility, and expand Steam’s customer base.

With these adjustments, Steam could fully capitalize on the potential of its gift card program and reinforce its leading position in the market.

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