Green Man Gaming

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Green Man Gaming
Green Man Gaming Logo.png
Type of site
Online retailer
Available in English
Founded 2009
Headquarters London, England, United Kingdom
Key people Paul Sulyok: Managing Director
Launched May 2010
Current status Active

Green Man Gaming is a United Kingdom-based online video game retailer. It has a catalogue of over 5200 games from more than 450 publishers (including direct partnerships with Square Enix, Ubisoft, and Capcom), selling games in 185 countries; 90% of its revenue is generated outside the UK.[1] Green Man Gaming also owns and is integrated with Playfire, a game-tracking social networking website that allows users to automatically track their gameplay and in-game achievements or trophies from Steam, PlayStation Network, and Xbox Live.[2]


In 2009, Paul Sulyok formed Green Man Gaming with Lee Packham. Sulyok had previously been the CEO of Prize Fight, an online gaming platform, and Packham had been responsible for developing the technology behind Prize Fight. Green Man Gaming officially started trading on 10 May 2010 with a launch catalogue of 500 games from 26 publishers.[3]

Packham developed and managed the initial launch of the retail platform, and was the architect of a new system and method for facilitating a Video Game Exchange for Green Man Gaming. Users who download games from its "Capsule" gaming client with SecuROM DRM can then trade-in some of their digital games for credit to use against anything on the Green Man Gaming website.[4][5] This works by deactivating the code required to play the game, which is then re-sold as 'pre-owned'.[6]

In 2011, Green Man Gaming revealed plans to expand its service to gamers in the Czech republic, Germany, Greece and Turkey,[7] and announced alternative ways to top up account credit via a reloadable Green Man Gaming game card, powered by Rixty; the service was available and redeemable only in North America.[8]

The latter end of 2011 saw Callum Jay join Green Man Gaming as CFO from cloud-based digital video distributor Miniweb Interactive where he was finance director.[9] Tim Sawyer also joined Green Man Gaming as their EVP Operations in 2011, having previously been Head of ecommerce at MeMega Retail Ltd.[10] After a year-long sabbatical at Twitter to develop Tweet Deck's iOS, Android and Windows services, Lee Packham returned to Green Man Gaming as Co-Founder and EVP Engineering.[11]

2012 began with Green Man Gaming announcing a partnership with Gaikai to stream and play selected game demos from Gaikai’s portfolio on any of Green Man Gaming’s sites through any web browser or operating system.[12] In May of that year, Green Man Gaming appointed former HMV Games Category Manager, Martin Baxter to become EVP Trading.[13] Baxter was joined on the senior management team by Darren Cairns, who became EVP Marketing at Green Man Gaming, having previously spent 6 years as Head of Online Marketing, running the PlayStation EMEA Digital Business at Sony Computer Entertainment Europe.[14] On 9 July 2012, Green Man Gaming announced its merger with Playfire.[15] At the time of acquisition, Playfire had more than 1.2 million users, tracking over 50,000 video games on the website. At the end of July 2012, Green Man Gaming expanded its multiplatform portfolio to include selling boxed games, and now sells PC-DVD, Xbox360, Xbox One, PS3, and PS4 games as well as consoles and peripherals.[16] This service is offered only in the UK.

In June 2013, Green Man Gaming launched its instant Trade-In credit and Pre-Owned game services in the UK.[17] The service offers consumers trading-in their Xbox360, Xbox One, PS3 or PS4 games instant Green Man Gaming credit, which can be used on the Green Man Gaming website before their pre-owned games are sent to the company. In August 2013 Green Man Gaming also announced partnership with CollectPlus, the UK’s largest store-based parcel service.[18] For trade-ins in the UK that are £50 or over in value, customers can drop off their package of games at a nearby store. At the end of 2013, Green Man Gaming announced that its Playfire service was able to track in-game achievements/trophies and gameplay on Xbox One[19] and PlayStation.[20]

Starting January 2014, Green Man Gaming has added the Euro to its list of supported currencies, in European countries such as France and Germany. Other European countries, however, now pay using the GBP.[21]

In March 2014, CEO Paul Sulyok was named as one of the 100 most influential people working in the British video games industry by trade publication MCV.[22] Following the departure of EVP Engineering Lee Packham (who left to rejoin Multiplay, but remains a shareholder and consultant at Green Man Gaming[23]), at the end of June 2014, Chily Fachler, former IT Director of The Outdoor Group and CIO at Encore Tickets, joined Green Man Gaming as EVP Technology.[24] Green Man Gaming announced in September 2014 that it was to be the first reseller of OnLive cloud-gaming subscription services, offering monthly bundles and free trials of OnLive's Playpack and CloudLift services to launch its new partnership.[25] On September 30, 2014, Green Man Gaming launched its own publishing arm, Green Man Loaded.[26] Gary Rowe, former SVP Publishing and Content at SEGA joined the label as EVP Green Man Loaded.[27] At the end of the year, to coincide with its Christmas Sales, Green Man Gaming launched Bitcoin as a payment option on its platform.[28]

In September 2015, Green Man Gaming announced that it has officially partnered with Nintendo and is now selling digital titles for Wii U and Nintendo 3DS consoles.[29] In October 2016, the company reached a similar agreement with Sony Interactive Entertainment to sell digital titles for PlayStation 4 consoles.[30]

In March 2017, Green Man Gaming launched its first local language eCommerce website in Germany[31] – - offering its customers the ability to shop in German using their preferred payment methods. The company also launched its brand new Community platform in March 2017,[32] giving gamers a new community to connect with each other, view their gameplay stats, get the latest news and watch popular Twitch streamers – all in one place.

In April 2017, Green Man Gaming appointed former Take-Two CEO,[33] Paul Eibeler, to its Board as an Advisor and hired Sam Bennett, ex-Sony Entertainment, EA and Activision Community Manager and Customer Engagement Head, as EVP to lead its newly formed Customer Experience and Communications team.


Award Description Year
Member of the Future Fifty Selected for the Future Fifty list by UK Tech City 2013
Great British Entrepreneur of the Year Awards 2013 Paul Sulyok, CEO / Founder, awarded Silver in GB Entrepreneur of the Year in Retail and E-Commerce Entrepreneur of the Year Special Merit. 2013
The Sunday Times Tech Track 100 - Ones to Watch Ranked in the list of Britain's 100 Private tech companies with the fastest growing sales over the last three years. 2013
Great British Entrepreneur Awards 2013 Special Merit CEO and Founder Paul Sulyok was awarded the Bizcrowd Special Merit E-Commerce Entrepreneur of the Year 2013
Silicon Valley Comes to the UK (SVC2UK) Recognised as a company with the potential to reach £100m in revenue within three to five years. 2013
GB Entrepreneur of the year in Retail Awarded silver in GB Entrepreneur of the year in Retail - and Special Merit in eCommerce 2014
Great British Entrepreneur Awards 2014 in Retail CEO and Founder Paul Sulyok was awarded Retail Entrepreneur of the Year (Silver) 2014
Great British Entrepreneur Awards 2014 Special Merit CEO and Founder Paul Sulyok was awarded the Natwest Special Merit Retail Entrepreneur of the Year 2014
Pureplay eCommerce Retailer of the Year 2014 Awarded Pureplay eCommerce Retailer of the Year 2014 2014
MCV Brit List 2014 CEO and Founder Paul Sulyok was selected as one of the 100 most influential people in the UK Games Industry in 2014. 2014
Red Herring Top 100 Global Award 2014 Selected as Finalist of Red Herring's Top 100 Global Award 2014
Deloitte Technology Fast 500 2015 EMEA Winner Awarded No. 116 on the Deloitte Technology Fast 500 EMEA programme 2015
Deloitte Technology Fast 50 2015 UK Winner Awarded No. 22 on the Deloitte Technology Fast 50 2015
Sunday Times Hiscox Tech Track 100 and Top 100 SME Export Track 2015 Awarded No. 23 on the 15th Annual Sunday Times Hiscox Tech Track 100 and Top 100 SME Export Track 2015
European e-Commerce Entrepreneurial Award 2015 Awarded bronze in the European E-commerce Entrepreneurial Awards 2015 2015
City AM - The Leap 100 Company List Recognised as demonstrating success in and commitment to achieving innovation, brand recognition and expansion into new markets. 2015
WCIT Enterprise Awards 2016 Finalist CEO and Founder, Paul Sulyok, selected as finalist in the Enterprise Entrepreneur Award by the City of London's The Worshipful Company of Information Technologists (WCIT) 2016
eCommerce Awards 2016 Winner Best Pureplay eCommerce Award Finalist 2016
eCommerce Awards 2016 Finalist Best eCommerce Customer Service Award Finalist 2016
eCommerce Awards 2016 Finalist Best Electronics, Computing, DVD, Film, Games, Music & Toys eCommerce Award Finalist 2016
eCommerce Awards 2016 Winner Large eCommerce Company of the Year Award Finalist 2016
The Sunday Times Hiscox 2016 Tech Track 100 No. 61 on the Tech Track 100 list which ranks Britain's fastest-growing private technology, media and telco companies by sales 2016
TIGA Game Industry Awards 2016 Green Man Gaming Publishing Finalist in the Publisher category 2016
TIGA Game Industry Awards 2016 Paul Sulyok, CEO & Founder of Green Man Gaming Finalist in the Outstanding Leadership Category 2016
Deloitte 2016 Technology Fast 500 EMEA Number 358 on Deloitte 2016 Technology Fast 500 EMEA list ranking the fastest-growing tech, media, telco, life sciences and energy tech companies in the region 2016
Retail Week Awards 2017 Green Man Gaming Finalist in the Growth Retailer of the Year Award 2017
MCV Awards 2017 Specialist Retailer of the Year Finalist 2017


A post on the GameDeals subreddit [34] implied that Green Man Gaming was utilising unauthorized keys however this was publicly refuted by Green Man Gaming.[35] The company responded that in an effort to meet the demand from their customers for all types of games Green Man Gaming will occasionally need to use authorised third party vendors to offer keys for games from publishers that they are unable to work directly with due to different commercial reasons. The company insists that all revenue goes back to the publishers, with Green Man Gaming absorbing the cost of any discounts they offer.[36][37] Following this, in November 2015, the company placed information on each game's store page on their site to identify the source of the redemption keys, either through Green Man Gaming directly from the publisher, or through an authorised third-party reseller, in addition to when users can expect delivery of keys for pre-orders.[38]

Green Man Gaming currently works directly with over 500 game publishers, developers and distributors and is an official distributor of Ubisoft, Activision, Warner Bros, Sony PS4, Nintendo, Steam, Uplay, Rockstar Social Club and many more PC platform products.


  1. ^ Suckley, Matt (8 July 2014). "6 PC Gaming Alternatives to Steam". IGN. Ziff Davis LLC. Retrieved 14 December 2015. 
  2. ^ Petitte, Omri (9 July 2012). "Green Man Gaming merges with gaming social network Playfire". VentureBeat. Retrieved 14 December 2015. 
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  30. ^ Pagat, Mat (October 6, 2016). "Digital PS4 Games Are Now Sold on Green Man Gaming". GameSpot. Retrieved October 6, 2016. 
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  36. ^ Nutt, Christian (17 November 2015). "Green Man Gaming called into question over Black Ops III keys". Gamasutra. Retrieved 17 November 2015. 
  37. ^ Hussain, Tamoor (16 November 2015). "Green Man Gaming Denies It Sells "Grey Market" Game Keys". GameSpot. Retrieved 17 November 2015. 
  38. ^ Purchase, Robert (18 November 2015). "Green Man Gaming will now tell you where game keys come from". Eurogamer. Retrieved 18 November 2015. 

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