• Game Keys For Sale
• Kinguin

The Steam key for Gravity Ghost, the new release from Ivy Games, cost Polygon $12.44. The indie game is just a few weeks old, and currently the only place to buy it is through the Humble Bundle store or Steam itself. Or rather, those are the official places to buy it. There, the game sells for $14.99. We picked up our key on the secondary market, also referred to as the 'gray market.' That's how we saved close to $3 on the purchase.Gravity Ghost isn't the only title on sale at, or at its competitor.

On these and similar marketplaces you can pick up just about any game you want, including triple-A titles, often at huge discounts. Steam keys, Origin keys, gift keys and even codes from the back of pre-purchased retail game cards — these storefronts have it all.So how does this gray market function? What are these secondary markets like? Who sells here, and who buys here? And where do these codes come from?

Ripped from the headlinesThe secondary games market has been in the headlines recently because of a small scandal involving Ubisoft game codes purchased through Electronic Arts' Origin service.The story goes like this: Just a few weeks ago Ubisoft revoked the game keys of an unknown number of Uplay members. Their action effectively removed games from user accounts, blocking them from being launched remotely.The games were, by and large, purchased from Kinguin and G2A, two companies that maintain secondary marketplaces for game keys. The reason for that revocation Ubisoft said was that before those keys were put up for sale on the secondary market, they were sourced with stolen credit cards on Electronic Arts' Origin service.It all began with a small scandalThat initial purchase was illegal, and the game codes were therefore deemed invalid. A lengthy at Ubisoft, opened on Jan. 24 and now more than 60 pages long, is filled with aggrieved players who thought they were buying clean codes from G2A and Kinguin, but instead lost money in the transaction.Ubisoft forum members were outraged that the company would take away games which they had, to their knowledge, successfully activated through their Uplay accounts. They were furthermore offended that Ubisoft would revoke those keys at all, regardless of whether or not they were purchased originally with stolen credit cards.OriginIn the eyes of these consumers, they bought games through a store — albeit a 'gray market' store — and they deserved to play the games they had bought there.On Feb.

2, Ubisoft writing that, 'after further investigation. We are reinstating keys for consumers who already had successfully activated and started playing the games. Any remaining fraudulently obtained and resold keys have been deactivated.' In order to fully understand what happened with these Ubisoft game codes, Polygon spent the last few weeks learning more about two of the game code resellers involved, namely G2A and Kinguin.Additionally we reached out to EA, Ubisoft and other publishers and game developers in order to better understand what impact the gray market game trade has on their bottom line.And finally, with the help of Kinguin, we spoke with a game reseller to find out more about their business and where they get their games for sale. Hanging out your shingleOnline, he goes by a handle designed to put some distance between his storefront and his real-world identity. We'll call him 'R'.

In reality, he's a young entrepreneur living in Italy. Polygon's key for Gravity Ghost was one of dozens of keys he has up for sale at his page.R told us that he makes between 1,000 and 1,500 Euros in total revenue per month on his store, or between $1,100 and $1,700. During the holidays, he says, that can rise to more than $2,200 per month.

We asked if this was his full-time job, to which he responded, 'Something like that.' We can't really be sure if his store on Kinguin is his primary source of income.Our seller sees monthly revenue of $1,100 to $2,200 per monthFrom the perspective of consumers, the sale of gray market games makes sense. Sometimes people receive games as gifts, or as promotional offers and either do not want them or do not need them. Promotions like Steam discounts and Humble Bundle sales are timed offers, and invite those with the means to make speculative purchases, investments of a sort, where game keys are farmed with the intention of selling them later for a profit.Both G2A and Kinguin advertise themselves as marketplaces where these types of transactions can occur, and by and large they both offer a very similar service.Customers can come and shop for digital product codes on their websites, not unlike an eBay for video games. But also like eBay, the merchandise up for sale is not being sold by these companies. G2A and Kinguin merely facilitate the transaction by moving money back and forth and offering up technical support where they are able.How lucrative is the gray market games industry? Just how much business Kinguin transacts each year, founder and CEO Viktor Wanli told Polygon by email, is confidential.

But he added that since their founding in 2012 their community has grown to include more than 2 million registered users.G2A's senior global public relations manager Jens Quentin told Polygon that his company, which was founded in 2010, served more than 2 million customers in 2014 across more than 5 million transactions.Both companies told Polygon that their biggest markets were the U.S. And Europe, despite both businesses being registered in Hong Kong.

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