Since the start of 2023, sellers dealing in game and account activation keys—often referred to as the gray market—have pulled in about 4.48 billion rubles in Russia. This figure is reported by Izvestia, which bases its numbers on data from the XYZ School. The insight underscores how sizable the gray trade has become within the Russian gaming ecosystem, particularly for digital goods that bypass traditional retail channels.
In parallel, official market estimates from M.Video-Eldorado place the legitimate market in Russia at roughly 2 to 2.5 billion rubles. That means gray-market sales of video games already outpace the official market by about two to one. The XYZ School attributes this divergence to a long-standing gamer preference for digital copies over physical discs, a trend that has cemented itself as the norm for many players who value instant access and broad regional availability.
As a result, the shift toward digital purchases and activation keys appears to be solidifying. Emma Yusova, the chief operating officer at XYZ School, notes that fewer players are choosing physical game copies, with digital delivery offering a rapid, convenient alternative that matches the online impulse to obtain titles within minutes rather than waiting for shipping and store stock. This sentiment aligns with broader consumer behavior patterns, where immediacy and convenience drive purchasing decisions in the gaming space.
Analysts from Telecom Daily echo these observations, presenting similar figures and pointing to a market where informal resale channels have effectively disrupted the traditional distribution framework once dominated by major platform holders. The analytical firm suggests that the participants in the resale sector have managed to substitute for official distribution services once provided by large actors like Sony and Microsoft. The implication is that resale platforms, sometimes operating in legal gray areas, have become a practical conduit for accessing popular titles, especially where localized availability or regional pricing previously created friction for buyers.
Additionally, a development in the gaming community highlights how modifications and community tools intersect with this market. An extension from a former Thepal modder has drawn attention for removing female characters in the new Starfield game, illustrating how community-driven modifications continue to shape player experiences and discussions surrounding game content, distribution, and access. This example reflects the broader dynamics of the gaming ecosystem, where user-created solutions and changes interact with both official releases and gray-market activities, influencing demand, perception, and engagement among players in North America and beyond.