Who actually sells cheapest
On 8223 games with a price for EU buyers, the cheapest offer comes from an official store in 21.9% of cases. The other 78.1% belong to key shops — and that gap is the whole reason a comparison site exists.
Which kind of seller wins
Counted on the standard edition only, from the same offers shown on each game page: current prices for a buyer in the EU, sorted by price. Console keys are not counted — they live in their own list.
Which stores win most often
| Store | Games where it is cheapest | Share |
|---|---|---|
| Kinguin | 3213 | 39.1% |
| Keydra | 1580 | 19.2% |
| Instant Gaming | 1549 | 18.8% |
| Steam | 544 | 6.6% |
| Fanatical | 518 | 6.3% |
| Humble Store | 377 | 4.6% |
| GOG | 363 | 4.4% |
| GamersGate | 79 | 1.0% |
Why this is not advice to buy from a marketplace
A marketplace wins on price because a private seller sets it, and the same freedom is what makes the offer riskier: the key may be for another region, and it is the region — not the price — that decides whether the game ends up in your library. Of the key-shop offers we track, a large share state no region at all; the current count is on the key regions page, and it is updated with every crawl.
What this measurement does say: checking the official store alone leaves money on the table in four cases out of five. What it does not say: that the cheapest row is always the one to click.
Where the gap is widest right now
The same measurement, one game at a time: the six games where buying outside the official store saves the most money today. Each links to its page, where the current offers, the key region of each one and the price history are shown in full.
| Game | Cheapest for the EU | At | Cheapest official store |
|---|---|---|---|
| Train Sim World 6 Special Edition | €11.10 | Kinguin | €119.99 at Humble Store (€108.89 more) |
| NBA 2K25 All-Star Edition | €25.79 | Keydra | €99.99 at Fanatical (€74.20 more) |
| Daemon X Machina: Titanic Scion | €0.67 | Kinguin | €62.29 at Fanatical (€61.62 more) |
| Star Wars Outlaws | €10.54 | Kinguin | €69.99 at Steam (€59.45 more) |
| NBA 2K26 | €11.21 | Kinguin | €69.99 at Humble Store (€58.78 more) |
| Psychonauts 2 | €1.69 | Kinguin | €59.99 at GOG (€58.30 more) |
Both prices in each row are current — we do not show an offer we have not confirmed within 48 hours. But a gap this wide is rarely a sale: it is usually a marketplace price that fell with demand against an official price that simply never moved. Neither number is wrong, and neither is a verdict on the store.
Prices move — these six are today's. The live lists are all 8223 games we compare and the biggest discounts right now.
Method
- 8223 games, every one with offers from at least three stores selling to EU buyers;
- standard edition only — editions and add-ons are separate products here;
- prices as collected on the measurement date, in euro, never converted;
- an offer not confirmed within 48 hours is not counted as current.
The numbers behind this page: data.csv.