Sales of online gaming cards have risen dramatically over the last year.
Incomm, one of the leading providers of these cards, told MCV its sales have increased by 200 per cent since 2009.
The company delivers cards for a number of leading games brands in the UK, including Xbox Live, PSN, Disney's Club Penguin, RuneScape and Playfish.
The prepaid gaming cards allow a retail presence for brands which in turn offers merchandising and promotional opportunities,” said Incomm's digital gaming product manager Laura Willavoys.
The traditional retail channel is one which is not typically open to digital brands and the cards open up this opportunity.”
Incomm has strong ties with major retailers such as Sainsbury's, WHSmith, Asda and Toys R Us. It is currently in discussions with key entertainment retailers.