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Green Man Gaming

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Title: Green Man Gaming  
Author: World Heritage Encyclopedia
Language: English
Subject: Digital distribution in video games, Playfire, Origin (digital distribution software), Gaikai, Software
Collection: Internet Properties Established in 2010, Online-Only Retailers of Video Games
Publisher: World Heritage Encyclopedia

Green Man Gaming

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

Green Man Gaming is a global eCommerce games retailer. The company is backed by London-based VC Eden Ventures [1]. It has a catalogue of over 5200 games from more than 350 video game publishers, selling games in 185 territories; 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 targeting core video game players. Playfire allows users to automatically track their game play and in-game achievements / trophies from Steam, PlayStation Network and Xbox Live.[2] Playfire users who link their Steam ID to their Playfire account are also eligible to earn Playfire Rewards.[3]


  • History 1
  • Achievements 2
  • References 3
  • External links 4


After serving as a Captain in the British Army Light Infantry Division for 6 years, Paul Sulyok, CEO and founder of Green Man Gaming, began a career in the capital markets, before entering the gaming industry as CEO of Prizefight.[4] In 2009, Sulyok formed Green Man Gaming with Lee Packham. Packham had been previously responsible for developing the technology behind Prizefight, volunteering as a Red Shirt at Multiplay LAN events, and working as a Software Engineer at Elekta. Green Man Gaming officially started trading on 10 May 2010 with a launch catalogue of 500 games from 26 publishers, priced from 1p.[5]

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 (US Patent Pending, no. 20110172007). This feature, which is unique to Green Man Gaming, having been available since the company's launch, is its innovative digital trade-in service. Users who download games from its 'Capsule'[6] gaming client with SecuROM DRM[7] can then trade-in some of their digital games for credit to use against anything on the Green Man Gaming website. This works by deactivating the code required to play the game, which is then re-sold as 'pre-owned'.[8]

By August 2010, Sulyok was responsible for securing extra funding and additional jobs were created within the company.[9]

In October 2010, Green Man Gaming announced a partnership with gaming website, and sponsored a category in the Golden Joystick Awards.[10]

In 2011, Green Man Gaming revealed plans to expand its service to gamers in the Czech republic, Germany, Greece and Turkey,[11] and announced alternative ways to top up account credit via a reloadable Green Man Gaming game card, powered by Rixty (available and redeemable in North America Only).[12]

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. Previously Jay had worked at

  • Green Man Gaming

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Green Man Gaming has gained particularly significant media attention. The company was featured in The Sunday Times' Tech Track 100 “Ones to Watch”' [46] in September 2013 and was identified by the UK government as one of the top fifty 'high growth, high potential companies' in the country. As a result, Green Man Gaming is now a member of the Future Fifty programme. Since November 2013 Green Man Gaming has been listed by The Guardian Newspaper as one of five British tech companies to watch,[47] and has been named by Silicon Valley Comes to the UK (SVC2UK) as one of 100 companies that SVC2UK believes in 3–5 years will generate over 100 million pounds in revenue.[48] Green Man Gaming was also selected from over 1000 companies across more than 40 nations as a candidate for Red Herring (magazine)'s 2014 Top 100 Global award; a prestigious recognition honouring companies that demonstrate the most innovative technologies and business models.[49]

  • (2011) Nominated - MCV Award for 'Digital Distribution Team', and 'Digital Retail Innovation'[36]
  • (2012) Finalist - Red Herring Awards: EU Top 100 [37]
  • (2012) Nominated -MCV Award for 'Digital Distribution Team' [38]
  • (2013) Finalist - MCV Award for 'Digital Retailer' [39]
  • (2013) Nominated - Great British Entrepreneur of the Year Awards for 'eCcommerce Entrepreneur of the Year - Bizcrowd Special Merit' Paul Sulyok, CEO and Founder of Green Man Gaming[40]
  • (2014) Finalist - UK Sponsorship Awards for 'Entertainment & Event Sponsorship' and 'First Time Sponsor' [41]
  • (2014) Finalist - MCV Award for 'Specialist Retailer', 'Digital Retailer', 'Digital Strategy', and 'Community Engagement' [42]
  • (2014) Finalist - GamesIndustry International Innovation Awards for 'Innovation In Business', and 'Innovation In Retail' [43]
  • (2014) Finalists - Digital Masters Awards for 'Finance: Callum Jay', and 'Marketing: Darren Cairns' [44]
  • (2014) Winner - eCommerce Awards For Excellence for 'Pureplay eCommerce Retailer of the Year Sponsored by PayPal'[45]


Green Man Gaming once again partnered with the Golden Joystick Awards in October 2014 as headline sponsor of the 32nd ceremony, offering a free copy of Firaxis' XCOM: Enemy Unknown to anyone who voted in the awards and who linked their Steam account to their Playfire account.[35]

On September 30, 2014, Green Man Gaming launched its own publishing arm Green Man Loaded.[33] Gary Rowe, former SVP Publishing and Content at SEGA joined the label as EVP Green Man Loaded, to lead on giving studios a new route to market - offering finishing finance, fortnightly royalties, access to closed BETA programmes, Marketing, PR, and Sales teams and routes to worldwide retail channels, whilst promising that developers would retain their own IP.[34]

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.[32]

Following the departure of EVP Engineering Lee Packham (who left to rejoin Multiplay, but remains a shareholder and consultant at Green Man Gaming[30]), 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.[31]

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.[29]

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.[28]

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[26] and PlayStation.[27]

In the same month, Green Man Gaming also sponsored the Top Tweeter category at the 2013 Games Media Awards.[25]

As headline sponsor of the 2013 Golden Joystick Awards, in association with 2K Games, Green Man Gaming offered anyone who submitted their vote at the opportunity to register for a free PC version of either Mafia II or Sid Meier’s Civilization V.[24]

In September 2013, Green Man Gaming partnered with Cloudant to manage and deliver database performance and scalability for the next stage of the company’s growth.[23]

In June 2013, Green Man Gaming launched its unique instant Trade-In credit and Pre-Owned game services in the UK.[21] The service offers consumers trading-in their Xbox360, Xbox One, PS3 or PS4 games instant Green Man Gaming credit, which can be immediately 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.[22] 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. With over 5,250 convenience stores, newsagents and petrol stations in the CollectPlus network, most of which are open early until late, seven days a week, this service offers more game drop off points than the other major high street stores combined.

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.[20] This service has been offered in the UK first of all.

On 9 July 2012, Green Man Gaming announced its merger with Playfire.[19] At the time of acquisition, Playfire had more than 1.2 million users tracking over 50,000 video games on the website.

In May 2012, Green Man Gaming appointed former HMV Games Category Manager, Martin Baxter to become EVP Trading.[17] 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.[18]

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.[16]

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.[15]

[14] Tim Sawyer also joined Green Man Gaming as their EVP Operations in 2011, having previously been Head of ecommerce at MeMega Retail Ltd.[13]

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