The gaming industry is expanding at a rapid pace, and the virtual market is now worth over $183B. In-game items have become an integral part of players' economies, yet their full potential remains untapped.

In Sweden, gaming is a central part of the culture—over 70% of young people play, making gamers a highly prioritized target group for Elgiganten.

For gamers, it’s not just about gaming-related products; they also have a strong demand for other home electronics. Despite gamers investing both time and money to increase the value of their assets, the opportunities to convert this value into the physical world are minimal.

Since gaming platforms are reluctant to let value escape, they lock gamers in with high fees (15–30%) and complex processes. Additionally, trading gaming assets are highly vulnerable to fraud.

As a result, a vast economic potential remains untapped—a lost opportunity for both players and the retail industry.

Elgiganten has launched a groundbreaking new payment method, GamePay, enabling customers to purchase physical products using gaming assets directly in-store—secure, effortless, and with no fees.

By logging in with their Steam account, gamers gain instant visibility of their assets and real-time value, thanks to a partnership with the marketplace SkinVault. After selecting the gaming assets they wish to use for payment, Elgiganten acts as an intermediary banking solution, locking the value with the third party (SkinVault) before completing the transaction in Swedish kronor.


By connecting digital and physical commerce, our customers gain greater capital access. GamePay breaks the lock-in effect, allowing gamers to use their assets beyond gaming platforms. It’s an innovation that revolutionizes both retail and the gaming economy, creating a win-win for consumers and the retail industry.


The initiative was introduced at DreamHack and in select stores across Sweden in 2024. In 2025, GamePay will expand to Finland, Norway, and Denmark. The launch was primarily communicated through Elgiganten’s own social media channels, at the DreamHack event, and via press releases.

Attitude: 71% of gamers developed a more positive attitude toward the brand, with brand liking increasing by 36.5%.
Revenue: In the first three days, sales exceeded 2.7 million SEK, with GamePay contributing to an incremental growth of 5%.


Exposure: Despite a minimal media budget, the launch gained significant traction, generating 10.3 million impressions.