Valve is phasing out physical Steam gift cards at retailers after concluding that scam activity continues to affect customers despite multiple security measures. According to Valve, the company has responded to gift card scams over the years and worked with retailers and law enforcement, but scammers keep adapting to the protections Steam adds. As a result, Valve will stop producing and supplying physical gift cards to retailers this year, and retailers will not receive new stock once their current inventory is sold through. Multiple outlets report that the change applies to physical gift cards sold in stores, which will become increasingly unavailable after remaining stock runs out.
Valve says Steam digital gift cards remain available through the Steam store. Existing physical Steam gift cards that have already been purchased can still be redeemed, and the digital option continues to operate normally. Several reports frame the decision as a response to persistent fraud impacting both Steam customers and other people who may be targeted through related schemes.
