Game key stores compared: official stores vs marketplaces
ulov.gg tracks 12 game key stores: 4 official stores (Steam, GOG, Epic Games Store, Fanatical) and 8 marketplaces and keyshops (Kinguin, G2A, Gamivo, K4G, Driffle, GameSeal, Instant Gaming, Loaded (formerly CDKeys)). "Official store" means a first-party store or an authorized reseller that gets its keys from publishers. "Marketplace" means a gray-market keyshop: keys are listed by independent sellers, or sold from the shop's own stock, outside the publisher's official chain. Offers on ulov.gg are ranked by price only — affiliate commission never changes the order or which stores are shown.
Data as of
| Store | Label on ulov.gg | How it sells | Last price sync | Our guide |
|---|---|---|---|---|
| Steam | Official store | First-party store | — | |
| GOG | Official store | First-party store | — | |
| Epic Games Store | Official store | First-party store | — | |
| Fanatical | Official store | Authorized reseller (keys from publishers) | Is Fanatical safe? | |
| Kinguin | Marketplace | Marketplace of third-party sellers | Is Kinguin safe? | |
| G2A | Marketplace | Marketplace of third-party sellers | Is G2A safe? | |
| Gamivo | Marketplace | Marketplace of third-party sellers | Is Gamivo safe? | |
| K4G | Marketplace | Keyshop (keys sold outside the publisher's official chain) | Is K4G safe? | |
| Driffle | Marketplace | Marketplace of third-party sellers | Is Driffle safe? | |
| GameSeal | Marketplace | Keyshop (keys sold outside the publisher's official chain) | — | |
| Instant Gaming | Marketplace | Sells from its own stock | Is Instant Gaming safe? | |
| Loaded (formerly CDKeys) | Marketplace | Sells from its own stock | Is Loaded (formerly CDKeys) safe? |
We also have guides for stores we do not track: Eneba, Green Man Gaming, AllYouPlay. Side by side: G2A vs Kinguin vs Eneba · Official store vs marketplace.
How to read this table
The label describes how a store sells, not a guarantee for a single purchase: on a marketplace the individual seller matters too. Many game keys are regional, so the cheapest offer for a game can be a region-locked key (for example Latin America, Asia or Turkey) that will not activate on your account. Before you buy, check the region and the activation platform (Steam, GOG, Epic, console) shown next to every price on ulov.gg. More in Game key regions explained.