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There’s no doubt though that GOG is the underdog, and that’s a huge reason why I love it. A lot of the games they sell involve being given a key to activate on Steam. GOG is Steam’s main competitor in a lot of ways, whereas most other distributors aren’t really rivals – they work together with Steam, and all they are in essence is Steam resellers. I think it stands to reason that there is a market out there comprised of gamers who don’t want to deal with DRM and other things that can ruin their day, and even after a game has done the rounds everywhere else, there is still some profit to be made for everyone involved on GOG. It’s not just old games anymore, but indie games and even some AAA titles in a publisher’s back catalogue. So much so, that you’ll often find games that are exclusive to GOG that aren’t sold anywhere else – and interestingly enough, other distributors at times use GOG’s installer for a game, too – most likely to ensure compatibility with their games. While some publishers have shown some dislike or are at least indifferent towards GOG.com (*cough* Bethesda! *cough*), others have shown increasing interest in getting their games on GOG. So then that same link can be used again until all the games in it have been redeemed.
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Even if they don’t own any of the games, they can still choose to only redeem the ones they want. I like it that if you buy a game as a gift and give it to someone else, and they have one or more of the games in the gift link, they can activate only the ones they don’t have if they want to. You only ever have to fill in required fields like name, card number, security code, and the date of expiry. Steam, Green Man Gaming and virtually every other distributor online will make you save a billing address, which is essentially your street or mailing address. And with GOG, no personal information is saved when paying.