Valve has decided to end the sale of physical Steam gift cards in physical stores. The company has stopped replenishing retailers’ stocks and projects that the cards will no longer be available for in-person purchase by the end of 2026.
The measure aims to combat the use of these cards by scammers. Despite several restrictions implemented over the years, fraudsters continued to adapt their tactics, harming platform users and other victims.
“As we continue to place more and more restrictions, scammers have adapted. They continue to have an impact on Steam customers and other innocent individuals. So we have made the difficult decision to end the Steam Gift Card program in physical stores,” Valve explained in an official statement.
Physical cards emerged in 2012 as a simple way to give gifts to players without the recipient needing a Steam account. In 2017, the digital version was launched and now becomes the only official option. Cards already in stock will remain valid and can be activated normally.
Digital cards remain available and with improvements
Valve reinforces that digital gift cards will continue to be sold directly through Steam. The company promises to improve the experience, including the option to purchase as a guest, without needing to log in, a feature added last year.
This shift reflects the growth of digital commerce and the persistent challenge of fraud in physical products. Many users used the cards to give gifts to their children or friends, or even took advantage of promotions in stores to buy at a discount and add balance to their account. With the gradual end, the digital alternative should concentrate sales.
In Brazil, where Steam has a large player base, the decision could affect the practicality of gifts on commemorative dates. Security experts recommend paying extra attention to offers for used cards or those of questionable origin, even while remaining stocks last.