G2A is a digital gaming marketplace for game key codes and other digital products. Recently, it’s been involved in a string of controversies in which prominent developers have accused the company of selling stolen keys. In an effort to rectify this problem to some degree, G2A is partnering with Microsoft to develop modern recommendation and fraud protection systems.
G2A processes terabytes of data every day, with which it can enhance both the shopping and customer service experience, as well as ensure security. According to the company, the artificial intelligence mechanisms based on Microsoft Azure’s cloud technology will allow the digital gaming marketplace to further develop its recommendation system and adapt services to the needs of users, all while minimizing the risk of potential fraud.
G2A currently has over fifteen million users, who browse roughly 75,000 products from more than 300,000 sellers around the world. A complex solution is required to guarantee the security of these customers.
Dorota Wrobel, the G2A Marketplace General Manager, issued the following statement in response to the news of the collaboration between the two companies.
Our payment gateway… supports a wide range of payment methods from every continent. G2A’s entire ecosystem requires an elastic and appropriately advanced technological base. We are focusing in particular on developing and expanding our recommendation system, as well as maintaining a high level of security… User safety on our platform is key. Azure’s ready-made services accelerate the development of the security solutions we are gradually introducing to better protect our customers.
While Azure will allow G2A to use artificial intelligence to make better recommendations, it still may not be enough to address the major issues at hand. It’s unclear how this partnership will ease the concerns game developers have regarding stolen keys and other problems on G2A. Hopefully, the company will discuss this in a more concrete fashion in the future.
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