By the end of 2026, Valve will cease production of physical Steam gift cards, with existing stock expected to vanish from stores. This decision stems from a rise in scams associated with gift cards, prompting the company to take action against fraudulent practices.
The Federal Trade Commission has noted gift card scams as a growing issue, leading Valve to implement stricter measures. However, the company stated that these measures have not effectively deterred scammers, who continue to exploit unsuspecting victims.
Despite ending the retail program for physical cards, Valve reassured customers that they can still redeem any existing gift cards. Additionally, the company will maintain its digital gift card services, allowing users to enhance their friends' and families' Steam libraries without the physical cards.