InComm Payments has examined how gaming's shift towards subscriptions and repeated digital purchases changes the payment products retailers need to offer. Its August 2023 analysis highlights branded gift cards and account funding for players who use cash or want to set a spending amount in advance.

The article contrasts the older model of buying a cartridge or disc with games that offer downloadable content, cosmetic items, subscriptions and other purchases over time. Mobile, console and PC players may now make smaller transactions repeatedly rather than one purchase for the whole experience.

For cash-preferred players, InComm identifies cash-to-digital funding as a route into online spending. Gift cards tied to a game or platform can also let a customer allocate a fixed amount without connecting every purchase to an unrestricted payment source.

InComm reported that shoppers buying gift cards for their own use purchased an average of 8.8 cards per quarter. Those buying branded gaming cards for self-use reported an average of 13.1 per quarter over the preceding four quarters. These figures concern the company's research cited in the 2023 article, not all gamers.

The company also reported an average of 10.8 branded gaming gift cards bought for other people per quarter over those four quarters. It identified parents and gift givers as audiences who might prefer to offer platform value rather than choose a specific game or downloadable item.

For retailers, the analysis connects the gift card assortment with both planned gifts and recurring self-use. InComm's proposed role is to supply suitable inventory and cash-funding options for the transactional needs of different gaming customers.