Valve to End Sale of Physical Steam Gift Cards in Retail Stores by 2026
Valve has announced it will cease the sale of physical Steam gift cards at retail stores, with current stock expected to be depleted by the end of 2026. The company cites the ongoing use of these cards in fraudulent schemes as the reason for the decision.
Timeline and Changes
- Physical gift cards: Introduced in 2012, these cards will no longer be restocked at retail locations once current supplies are sold. Retailers may continue to sell existing inventory until it is exhausted.
- Digital gift cards: Introduced in 2017, these will continue to be sold directly by Valve through its platform and are described by the company as less susceptible to fraudulent activity.
- Existing card usage: Consumers who currently possess physical Steam gift cards will retain the ability to redeem them on the Steam platform. Valve stated that existing cards can be used in accordance with local laws.
Anti-Fraud Measures and Scam Context
According to Valve, fraudsters have exploited physical gift cards by coercing individuals into purchasing them and sharing the redemption codes. Tactics reported by the company include impersonation of government agencies and romance scams.
Valve stated that it implemented multiple countermeasures over time, including:
- Collaboration with retailers and law enforcement
- Adding scam warnings to physical cards
- Limiting card availability in certain stores
- Restricting redemption to the same currency region
- Removing cards from sale upon detection of abnormal activity
The company noted that despite these restrictions, scammers adapted their methods and continued to affect Steam customers and other individuals.
Statements from Valve
"As we have continued to put more and more restrictions in place, scammers have adapted. They continue to have an impact on Steam customers and other unsuspecting individuals. So we've made the difficult decision to end the Steam Gift Card program at retail stores."
The company added:
"Though we will no longer be selling physical gift cards, you will still have the ability to use your existing gift cards on Steam whenever you choose."
Broader Context
Valve referenced a Federal Trade Commission article on gift card scams in its updated support page. The FTC has noted similar fraudulent activity involving gift cards from other major brands, including Amazon, Apple, and Google Play. Cybersecurity analysts have noted that scammers may shift their focus to other gift card brands following this change.