Published by Sue Johns-Chapman
Published Date 14.10.2025 
Green Man Gaming share their UK eCommerce Awards story and their nominated results.
We’re delighted to share that Green Man Gaming has been shortlisted for the UK eCommerce Awards 2025. This nomination is in recognition of our cutting-edge platform and pioneering work in digital game retail.
About Green Man Gaming
Green Man Gaming is a British-based online video game retailer, connecting players globally with more than 10,000 PC and Xbox titles via officially licensed digital keys. These keys – unique codes that unlock full game downloads – are supplied directly by more than 1,250 trusted publishing partners. We serve customers in 195 countries, supporting 23 currencies, multiple languages, and dozens of payment options, and stand as the largest official third‑party storefront, second only to Steam.
What sets us apart is how we deliver value and trust to players, game developers and publishers.
Our main audience is gamers aged 18 – 40 – from casual players hunting deals to hardcore fans chasing new releases. We also partner with small and mid-tier studios who need retail distribution that will deliver a high-ROI.
The Gaming Landscape
The video games industry has hit a few speed bumps over the last year. In 2024 nearly 19,000 games were launched on Steam alone, an increase of 36% since 2023. Discoverability has never been harder, combined with rising marketing costs, and shifting consumer behaviour, Green Man Gaming looked for ways to strengthen loyalty and community, ensure friction-free purchasing, support partner growth and boost discoverability.
Combining Technology With Community Needs
We believe eCommerce should be frictionless, personalised, and community-driven, so we built a platform that operates in real time, backed by data intelligence and transparency.
At the heart of our platform lies Keystone – a real-time fulfilment engine that delivered over 20 million game keys in 2024 with zero disruption. Keystone eliminates traditional stock and performance bottlenecks, ensuring customers receive instant access to games even during global launches and traffic spikes.
Innovation also drives our user experience. Our site features high-speed genre tagging, trend-responsive search shortcuts, and a dynamic pricing engine fuelled by 8.2 million live data points. This personalisation model recommends relevant titles in real-time, automatically adjusting prices based on market fluctuations. Together, these tools reduce customer decision time and increase conversion rates.
Incentives That Drive Loyalty
Alongside technical innovation, we created loyalty models to reimagine what an eCommerce experience in the gaming sector could look like.
Objective 1 — Community & loyalty
To combat pre-purchase uncertainty, we launched “Wishlist & Win,” a first-party data campaign generating over 60% email open rates. Our XP loyalty scheme rewards actions like reviews and wishlist activity with store credit and prizes, further incentivising conversion.
In 2024, these initiatives helped us to grow our customer base by 6% to 4.2 million active gamers and sold 10% more units year-on-year. Our Trustpilot review volume rose by 605% to more than 48,000 submissions, with a consistent 4.7/5 rating, highlighting customer satisfaction and purchase success.
Objective 2 — Global friction-free purchasing
We also streamlined checkout with 157 regionally tailored payment options, dramatically reducing cart abandonment in underserved markets like Latin America.
Objective 3 — Partner performance
We launched our flexible “fractional publishing” options and direct digital distribution. This meant that publishing and developer partners could select the services they needed without being tied into lengthy contracts, ensuring they could operate in a cost-effective way that would lead to the best ROI. Our approach saw us sign 90 new publishing partners and deliver 703 new titles in 2024.
Objective 4 — Boost discoverability
We improved tagging and introduced genre shortcuts, contributing to a 10% increase in units sold, despite a leaner release slate.
Paul Sulyok, CEO and Founder said: “We pushed ourselves to build something that’s fast, trustworthy, personal, and global – not just a store but an ecosystem. This recognition is a tribute to all of our developers, marketers, and community leads who’ve poured energy into this vision. It motivates us to keep raising the bar.”
The global gaming community surpasses that of traditional entertainment. They are always on and tech savvy. Understanding how they work is key for our service. Ensuring we can be thoughtful and tailored, while also helping partners to tap into a captive and engaged network. This award is a testament to our team who actively thinks about how to support the games industry to ensure everyone is winning.
