G2A: Is not it the most hated company in the games?
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For a while, the G2A key gaming market was the most hated company in the industry.

The developers and publishers felt that the Eastern European firm was a scourge in the sector; there were complaints that legitimate keys were purchased with stolen credit cards, which meant that creators often lost keys and revenue at one time. These companies felt that they were losing to a secondary market and without seeing any financial benefit. There were even accusations that the platform was being used for money laundering.

In the midst of all this, the company launched a charm offensive trying to contain the negative narrative it was in, including G2A Direct (more on this later). The platform said it had strengthened its user verification process to ensure that sellers were legitimate. This certainly helped to stem the tide of anger, but it was not enough.

So in April 2017, G2A sent marketing man Mario Mirek to Croatia's Reboot Develop to essentially be a lamb slaughtered to an audience of angry game developers. After what was an entertaining and, at times, incredibly uncomfortable session, the vitriol that surrounds the company has disappeared more or less. In retrospect, taking out the poison so publicly was a shrewd public relations movement, whether that is the intention or not.

Before my interview with the company at Gamescom, I asked on Twitter what was the feeling towards G2A of the development community and I did not receive a response. While this may be due to my limited scope, it is potentially a sign that the platform does not have extreme feelings in any way.

In hindsight, we may have been too harsh with G2A. Yes, there were legitimate frustrations with the way it worked. The company did not seem to be taking basic concerns such as security too seriously, nor was it doing the kind of due diligence that probably should have been doing where the keys came from or who sold them. But the core business model of the platform seems solid.

Any industry will have a secondary market, and creators are not necessarily entitled to a portion of that pie. EA did not get a share of the profits when I sold my copy of Titanfall 2 on PS4 to CEX (now I have it on the PC, do not worry!).

We, as a market, want to have all the keys to be acquired in an ethical manner. If a developer is part of G2A Direct, they can verify the database, they can block certain keys

And yet, this is what G2A is giving to its development through G2A Direct. This means that developers receive ten percent of the revenue from sales of their games from third-party sales, in addition to obtaining priority lists for their own sales.

The head of public relations, Maciej Kuc, argues that this is a good offer for the studies involved.

"We're just doing our job as best we can," he explains.

"The most important thing for us is our user base, we just want to organize some public relations activities, convince them to come to G2A, they know that the games they buy are working, they are cheaper and everything is fine. About our model, but it has not changed since we introduced G2A Direct.There are some additional benefits to participate in that program.You can sell your games in your market and it has a rate of 10.8 percent that you must pay.We need to give for each game They sell us, they do not pay anything in advance, they are not paying for the listing, etc. You can set the price and sell, you can also get ten percent of the income of third parties. the world is doing, we are the only market that offers something like that for developers.

"Actually, we are giving them the opportunity to win twice at the same time, each game that is on the market comes from developers, they are the only people who can generate these keys, no one else can do it. income". The keys are sold again. "

Before, however, G2A was being used for more infamous purposes by scammers looking to make quick money. On this side, the problems that the company faced a few years ago were more symptoms of other problems facing the digital retail market. And Kuc says that there are systems implemented so that developers can verify where the keys come from.

"I know of some problems that developers have, for example, some do not have a problem with G2A, they have a problem with the whole industry in the sense that they still give away their keys, someone approaches them saying it's a great YouTuber and demanding, 1,000 keys and they just give it willingly, "says Kuc.

"We, as a market, want all the keys to be acquired ethically, if a developer is part of G2A Direct, they can verify the database, they can block certain keys, we do not allow them to block, for example. keys that were given for a competition because if someone won a key, that person has the right to resell it, but the biggest problem is the revisions.Somebody is saying that he is going to write a review, so a key should be given to someone and nobody else, if a developer has 30 or 40 keys for review purposes only and is live, he can do it easily so they can not be resold in the market, we are willing to talk to the developers, we have 250 in the program. And anyone who comes to us, we're open to a discussion and we want to be good to them, it's up to them if they want to work with us, we're not asking for anything, it's completely free, It's a bulletproof thing. If someone can tell us about a better developer program, please. "

People accused us of something we had never done before. Every time any developer wants to talk to us or share comments, we want to know what we can do to improve our offer.

Moving forward, Kuc says that G2A wants to maintain an open dialogue with the gaming community, although sometimes it can be a passionate and painful conversation.

"We're really open, we want to have these discussions, that's why we sent Mario to Reboot," he says.

"But the facts are still the same, people accused us of something we had never done before, when a developer wants to talk to us or share comments, we want to know what we can do to improve our offer, remember that they are part of a very As long as we agree that a free market is a good thing, then let's continue with our conversations If someone says that we have to eliminate our world market, we will not sit down to discuss things with you because we are in favor of the free market and we are a very important part of it, and we are not the only place where we can resell the keys, we are the biggest, and that is why we feel that great things are expected from us, that's why we launched G2A Direct, which is the best solution For them, if they do not want to talk, what else can we do?

Looking ahead, the next frontier for G2A is not digital. In fact, the company is taking its first steps in physical retail.

"We are launching into the category of electronics with physical products," says Kuc.

"So we are not only selling digital material, but also for geeks and players, everything related to games, we have more than 1,000 products in the electronics category, we are active in seven or eight European countries at this time because it is something totally new for us, we want to keep as safe as possible so that people can guarantee that when they buy, they will get the product they want.This is what makes us unique in this field: we only sell new items, so nothing reformed, nothing used.

"We are also only inviting professional sellers, nobody can sell on this platform, we have a rigorous security process to make sure we know exactly who they are, what they already sell to guarantee our users that they will be satisfied with their purchases."