Valve is stopping the distribution of physical Steam gift cards to retail partners, meaning stores will not receive new stock once current inventory runs out. Multiple outlets report that Valve made the decision in response to persistent gift card scams affecting Steam customers and other consumers. Valve says it has tried multiple security and protective measures over the years, but scammers continue to adapt to changes, reducing the effectiveness of those defenses.
Valve continues to sell Steam digital gift cards through its own shop, and existing physical gift cards remain redeemable. Several reports note that the shift reduces one common method of adding funds via cash purchases and in-store card exchanges, including practices such as using credit from older physical items to buy gift cards. While Valve has worked with retailers and other authorities to address fraud, the company indicates the problem cannot be fully resolved, leading to the end of physical retail availability.
The phasing-out is described as beginning with this year’s failure to replenish retailers, with physical cards expected to leave circulation after remaining stock is sold.
