VALVE PHASES OUT PHYSICAL STEAM GIFT CARDS

Valve announced the phase-out via a support page, stating that scammers have "continue to have an impact on Steam customers and other unsuspecting individuals." The company linked to a Federal Trade Commission resource detailing common gift card fraud schemes, where perpetrators trick victims into purchasing cards and surrendering the codes. Physical gift cards have long been a target for criminals who manipulate customers into buying them at retail stores, then use the codes before legitimate buyers can redeem them. By eliminating the physical product, Valve aims to reduce these incidents. Customers can still purchase digital Steam gift cards online through the platform directly. The shift marks a significant change for retail partnerships that have sold the cards for years, though it reflects broader industry trends toward digital distribution and fraud prevention.