G2A.COM has always aimed to become a big player on the global market, according to Skwarczek. His ambition was to elevate the company to a globally recognized brand that will put Poland, where the company started operations, on the map as an innovation and technology hub, akin to how Volvo and Ikea have done for Sweden. “G2A.COM’s goal is to democratize digital entertainment and make it accessible to everyone, irrespective of age, gender, cultural background, or status,” he remarks.

Under the banner of Gate 2 Adventure, G2A.COM provides a wide array of digital entertainment items. In addition to game keys, top-up cards, and DLCs (downloadable content), it offers subscriptions, e-learning programs, gift cards, and other offerings.

Initially, G2A.COM gained traction among gamers and earned their trust with its highly sophisticated secure payment system. The marketplace supports over 200 payment methods, effectively covering all countries and regions. This is crucial as G2A.COM allows users from any location to make local payments on a global platform with guaranteed payment security.

Payment security and customer protection
In light of the increasing prevalence of hacking and online fraud, G2A.COM acknowledges that payment security is paramount in fostering customer confidence. “Navigating the digital world can be complex,” says Skwarczek. “With more than 13 years of experience, we’ve unlocked the gate to digital adventure and are committed to guiding our clients safely through it.”

G2A.COM distinguishes itself from other platforms through its impressive anti-fraud rate. Wilson Toe, a board member, reveals that the company’s anti-fraud rate is a mere 0.39 percent, significantly below the industry average of 3.6 percent. He adds, “From the outset, our aim was to establish a marketplace where both sellers and buyers could transact with confidence. Ensuring customer protection and security has always been our foremost priority.”

The company has embraced a holistic strategy, investing significantly in the incorporation of advanced customer protection and security protocols. A cyber defence team, bolstered by an AI-supported security system, oversees all transactions. G2A.COM also collaborates with industry specialists such as Ravelin, a distinguished expert in secure payments and anti-online fraud, and Justt, a firm specializing in chargeback mitigation and friendly fraud protection for e-merchants, according to Toe.

Skwarczek also highlights the company’s partnership with global anti-fraud infrastructure providers, including Akamai. G2A.COM’s exceptional customer protection record has garnered worldwide acclaim. Skwarczek shared his expertise on fraud detection and customer protection as the keynote speaker at the Merchant Payments Ecosystem conference in Berlin in 2019. The MPE conference is renowned as the largest event of its kind globally. In 2021, G2A.COM was honored with the CNP Award for the best antifraud team in the world. G2A.COM is a member of Merchant Risk Council sharing its knowledge and expertise. 

G2A.COM has strengthened its customer protection through a rigorous verification mechanism that meticulously vets potential sellers. In an effort to bolster customer confidence, the marketplace has implemented a Know Your Customer (KYC) verification and registration process to improve the quality of sellers on its platform. The platform carries out a comprehensive check, covering over 100 parameters for each potential seller.

Diversity and trends
The ‘Gate 2 Adventure’ strategy highlights G2A.COM’s conviction that digital entertainment unites people, transcending age, gender, cultural background, and status. This commitment to diversity is demonstrated through collaborations with over 1,600 partners across 60 countries and regions for marketing and business purposes. Skwarczek notes that G2A.COM was among the pioneers in collaborating with social media influencers when the concept was still nascent. The company now works with over 1,000 influencers.

G2A.COM has formed partnerships with and provided support to more than 70 of the world’s leading esports teams and over 100 esports events. In addition, the company collaborates with mainstream brands across various sectors, including Burger King in Spain and the France-based bank, Crédit Agricole.

“Additionally, we are a significant collaborator with the Drift Masters European Championship,” says Skwarczek. The Drift Masters competition, which originated in Japan and emphasizes the exceptional skills of race car drivers, is steadily gaining popularity as a family-friendly, adrenaline-fueled entertainment event.

Diversity is ingrained in the DNA of G2A.COM, with women making up nearly 40 percent of its global workforce of 400. The rapidly expanding segment of female gamers now accounts for 49 percent of all gamers. Over the past few years, the G2A.COM platform has seen a 100 percent year-on-year increase in female gamer traffic.

In 2023, the global gaming community expanded to 3.38 billion, marking a 6.3 percent increase from the previous year. The industry’s total revenue is projected to reach US$187.7 billion, a 2.6 percent year-on-year growth. The Asia Pacific region contributes to 46 percent of the worldwide gaming revenue, although its growth rate of 1.2 percent lags behind the global average.

G2A.COM has established an office in Hong Kong as part of its strategy to penetrate the Asia Pacific market further. Skwarczek identifies Vietnam and Indonesia as markets with significant growth potential.

The gaming landscape is undergoing a rapid evolution. Generative AI is increasingly being harnessed to streamline the development of games. Chat GPT, for instance, is used to provide non-playing characters and engage gamers in dialogue, thereby enhancing the immersive experience of gaming.

Simultaneously, the surge in popularity of user-generated content is providing gamers with an opportunity to participate in game creation, Skwarczek adds. “Gamers are actively involved in constructing various stages of their games.”