Official reseller vs marketplace: where game keys come from
When you buy a cheap game key, the key question isn't only the price but where the key comes from. There are three kinds of stores, and the risk differs a lot.
1. Official reseller
The store has contracts with publishers or distributors and gets keys directly from them. The publisher earns from every sale. Stores that state this on their site: Fanatical, Green Man Gaming, Humble Bundle and GOG.com.
2. Own stock, undisclosed source
The store sells itself (it isn't a marketplace) but doesn't publish who it buys keys from. Examples: Instant Gaming and Loaded (formerly CDKeys). Usually fine, but we can't confirm all keys come from publishers.
3. Marketplace (“grey market”)
The platform only intermediates: anyone who passes seller verification can list keys. Keys may come from regional promotions, resold bundles or, in bad cases, stolen cards — then the publisher can deactivate the key later. Examples: Eneba, Kinguin, G2A and Gamivo.
| Store | Type | Extra fees | Key refunds |
|---|---|---|---|
| Fanatical Official site | Official reseller | No service fee or optional subscription found in its terms. | Self-service refund from 20 minutes to 14 days if the key wasn't revealed; after reveal, only for technical faults. |
| Green Man Gaming Official site | Official reseller | No service fee found in its terms. | Case by case within 7 days, only if the key wasn't shown to you and the game isn't activated. |
| Humble Bundle Official site | Official reseller | No service fee found; Humble Choice is a separate, optional subscription. | Generally 2 weeks; never after 60 days; revealing keys can affect eligibility. |
| GOG.com Official site | Official reseller | No service fee. | 30-day money-back guarantee (stated on gog.com). |
| Instant Gaming Official site | Mixed | not clearly published | Right of withdrawal is lost once the code is used; refund within 14 days when eligible. |
| Loaded (formerly CDKeys) Official site | Mixed | not clearly published | Within 7 days, only if the key wasn't revealed or redeemed. |
| Eneba Official site | Marketplace (third-party sellers) | Service fee shown at checkout (amount varies). | Within 14 days, only if you haven't viewed the key or it is invalid/already used. |
| Kinguin Official site | Marketplace (third-party sellers) | Service fee at purchase (amount varies); “Kinguin Buyer Protection” is a separate, non-refundable fee. | Refunds possible up to 60 days after the transaction, to Kinguin balance or the original method. |
| G2A Official site | Marketplace (third-party sellers) | Optional paid “G2A Plus” subscription. | Depends on each seller's own policy. |
| Gamivo Official site | Marketplace (third-party sellers) | Service fee; optional “GAMIVO SMART” subscription EUR 2.99/month in the EU (EUR 0.99 first month) + fee + taxes. | Only if the key wasn't displayed. |
How to lower the risk
- For new, expensive games, check official resellers first — their discounts are often close.
- On a marketplace, pick sellers with many ratings and read the refund policy before revealing the key.
- Check the key region (EU, Global, country) — see the regions guide.
- Pay with a method that has buyer protection (card, PayPal).
Frequently asked questions
Is it legal to buy keys from a marketplace in the EU?
Generally yes, buying a key for personal use isn't illegal in the EU. The risk is that the publisher revokes a key that was obtained abusively; then you depend on the platform's refund policy.
Which stores say they get keys directly from publishers?
Of the stores we compare: Fanatical, Green Man Gaming, Humble Bundle and GOG.com (checked on their sites on 2 October 2026).
Why are keys cheaper on marketplaces?
Sellers buy keys from cheaper regions, promotions or bundles and resell them. Sometimes the source is unknown, so the low price comes with higher risk.