By Katarzyna Jakubiec, head of gross sales partnerships & new enterprise at G2A.COM
E-commerce performs a transformative position within the gaming trade, extending properly past in-game purchases. Its impression is most evident by digital distribution, which permits avid gamers to entry full video games, in-game gadgets, and downloadable content material (DLC) throughout varied platforms like PC, Xbox, and PlayStation. Marketplaces comparable to Steam, Epic Video games Retailer, and G2A.COM have revolutionised how gamers purchase and expertise video games, providing on the spot entry and larger comfort. These platforms not solely improve the consumer expertise but in addition empower sellers by offering streamlined operations and cost-effective gross sales channels.
Marketplaces, which account for 62% of on-line gross sales, have emerged as main disruptors in digital leisure. They’re reshaping how consumers and sellers have interaction with gaming content material, offering a complementary different to impartial gross sales channels. Sellers, together with sport builders and distributors, profit from {the marketplace} mannequin by providers like buyer assist, advertising and marketing, and consumer acquisition. Platforms like G2A.COM supply personalised advertising and marketing, various cost choices, and sturdy safety, which have develop into essential in sustaining belief in an more and more digital world.
Integration of Synthetic Intelligence
Because the gaming ecosystem evolves, there are a number of key traits to be careful for now. Firstly, the widespread integration of AI. Many firms have showcased how they’re leveraging AI throughout varied sectors. In gaming, AI has been significantly transformative, not solely in sport growth but in addition in content material creation. AI instruments allow smaller studios to generate dynamic sport worlds, art work, and environments extra rapidly, making sport manufacturing sooner and more cost effective. This democratisation of know-how permits indie builders to compete with bigger studios, making video games extra accessible to a broader viewers.
Nevertheless, this rise in AI-driven growth raises issues concerning the high quality of video games produced. Whereas AI can expedite the artistic course of, there’s a threat that the video games generated might lack the polish or depth anticipated by right this moment’s demanding gaming neighborhood. With video games turning into dearer—typically priced at €60-70—gamers count on a excessive stage of high quality and immersive experiences. As AI continues to form sport growth, sustaining these requirements can be important.
AI’s contribution to creating a extra accessible gaming sector
AI can be enjoying an important position in making gaming extra accessible, particularly for gamers with disabilities. By means of AI-driven options, we will generate captions, audio descriptions, voice controls, and dynamic gameplay changes. Applied sciences like eye-tracking and voice interpretation permit gamers with completely different wants to completely get pleasure from their gaming experiences.
Past accessibility, AI is enhancing personalisation in gaming. AI algorithms analyse participant behaviour, adjusting content material and gameplay to suit particular person preferences. This consists of personalised sport suggestions, adapting narratives and challenges, and matching gamers with comparable pursuits or talent ranges for multiplayer experiences.
G2A’s contribution to creating an inclusive gaming sector
Our not too long ago awarded variety marketing campaign emphasised inclusivity throughout race, age, gender, faith, and color. No matter your background or beliefs, we imagine that everybody ought to have equal entry to digital leisure Opposite to frequent stereotypes that avid gamers are principally younger males or youngsters, 47% of avid gamers within the UK are feminine.
This message can be mirrored in our inside tradition, nearly 40% of our workers are ladies. We’re a multinational staff consisting of individuals from all all over the world, from completely different continents, origins, beliefs and races. In 2024 now we have appr. 400 workers from 12 international locations. Traditionally we had workers from 40 international locations. It’s one thing we wish to share with our viewers and neighborhood. It’s not only a assertion—it’s what we practise inside our organisation.
Because of this method, we’ve seen elevated brand-related searches and direct visitors, displaying the constructive impression of our campaigns. Moreover, we’re dedicated to fostering variety, fairness, and inclusion (DEI) inside our office. Our prime administration staff is balanced at 50/50 when it comes to gender, which is particularly important in an trade historically dominated by males. We’re devoted to sustaining this stability and main by instance within the gaming trade.
We’re happy to additionally see that this marketing campaign is being recognised and appreciated by the general public, having not too long ago gained an award on the E-commerce Awards for Greatest Digital Advertising and marketing Marketing campaign. It highlights that now, individuals are now not viewing variety as merely a buzzword, however slightly a crucial dedication that companies have to combine to assist their firm succeed.
The position AI performs in strengthening neighborhood
AI additionally strengthens neighborhood connections in gaming. Avid gamers are extremely community-driven, as seen on platforms like Reddit and Discord, the place they talk about upcoming releases and share experiences. AI can create safer, extra inclusive environments by detecting poisonous behaviours, harassment, and dishonest, fostering a constructive area for all gamers.
At G2A, we leverage AI throughout varied areas, from automating processes to optimising operations. Whereas we deal with delivering thrilling content material, we additionally prioritise safety, which is important in managing digital content material. AI performs a key position in guaranteeing sturdy safety measures, serving to us shield customers, and sustaining belief in our platform. At G2A now we have an AI utilization coverage established by our Authorized and Safety departments, requiring each AI software to bear a complete safety overview previous to any implementation or testing throughout the firm. This course of ensures the secure introduction and analysis of every know-how’s effectiveness. Moreover, all groups at G2A have been tasked with exploring
