Green Man Gaming

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Green Man Gaming
Green Man Gaming logo.svg
Type of site
Available inEnglish
Founded2009; 12 years ago (2009)
United Kingdom
Key peoplePaul Sulyok (CEO and founder)
LaunchedMay 10, 2010; 11 years ago (2010-05-10)
Current statusActive

Green Man Gaming is a British-based online video game retailer, distributor and publisher. It has a multi-platform catalogue of 9,000+ games from more than 1,350 publishers, selling games in 195 countries through over 140 payment systems, in 18 currencies 90% of its revenue is generated outside the UK.[1]

Green Man Gaming’s Publishing division offers independent studios choice as they navigate their route to market as they can opt for a mixture of services to suit requirements[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 [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 downloaded games from its "Capsule" gaming client with SecuROM DRM could then trade-in some of their digital games for credit to use against anything on the Green Man Gaming website.[4] This worked by deactivating the code required to play the game, which was then re-sold as 'pre-owned'.[5] Capsule was retired in 2016.[6]

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 and previously at Morgan Stanley Capital International and at Tomb Raider publisher, Eidos.[7][8] Tim Sawyer also joined Green Man Gaming as their EVP Operations in 2011, having previously been Head of ecommerce at MeMega Retail Ltd.[9] 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.[7]

On 9 July 2012, Green Man Gaming announced its merger with Playfire.[10] At the time of acquisition, Playfire had more than 1.2 million users, tracking over 50,000 video games on the website allowing users to automatically track their gameplay and in-game achievements or trophies from Steam, PlayStation Network, and Xbox Live.[11] At the end of July 2012, Green Man Gaming expanded its multi-platform portfolio to include selling boxed games, and PC-DVD, Xbox360, Xbox One, PS3, and PS4 games as well as consoles and peripherals in the UK [12]

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.[13]

On 30 September 2014, Green Man Gaming launched its own publishing arm, Green Man Loaded, now known as Green Man Gaming Publishing[14] Gary Rowe, former SVP Publishing and Content at SEGA joined the label as EVP Green Man Loaded.[15][16]

In October 2016, the company reached an agreement with Sony Interactive Entertainment to sell digital titles for PlayStation 4 consoles through redemption keys.[17] However, by March 2019, Sony had opted to stop retail and digital sales of redemption keys across all markets, including Green Man Gaming.[18]

In March 2017, Green Man Gaming launched its first local language eCommerce website in Germany,[19] offering its customers the ability to shop in German using their preferred payment methods. Following this expansion, Green Man Gaming rolled out sites in 10 different languages including Chinese and South Korean. [20]

In April 2017, Green Man Gaming appointed former Take-Two CEO,[21] Paul Eibeler, to its Board as an Advisor.

In 2019 Green Man Gaming became one of the founding members of the UN-facilitated initiative Playing for the Planet Alliance, committing to a reforestation programme to absorb 324,000 tonnes of CO2 by 2030.[22]

Green Man Gaming announced an extension of its current publishing program in January 2020 as its Digital Partners Program, allowing any developer to take advantage of a menu of publishing support options through the company, as well as metrics that the company has obtained through its storefront. One of the first titles published through the program was GTFO.[23]

In February 2021, Green Man Gaming partnered with Payload Studios to support studio founders from underrepresented backgrounds through The Tentacle Zone Inclusivity Incubator.[24]

Company Timeline

2010 - The eCommerce platform launched offering customers in 195 countries the unique ability to buy and trade computer games digitally

2012 - GMG acquires  online-gaming tracking community Playfire. Deepening relationships with gamers worldwide and revolutionising approach to gamers and partners providing added value.

2015 - Green Man Gaming  launched a Publishing division, working with independent  video game developers to successfully navigate their route to market.

2017 - Nigel Payne joined Green Man Gaming as Chairman of the Board of Directors

2018 - Green Man Gaming announced its intention to float on AIM, part of the London Stock Exchange in order to grow its customer base and drive international expansion. The listing was delayed due to unfavourable market and political conditions

2019 - Green Man Gaming extends its service proposition through the Digital Partners Programme, allowing independent developers to opt for a mix of different publishing services to best suit their needs.

Leadership Team


Non Executive Directors

  • Nigel Payne (Chairman): Over 30 years of experience listing companies, fundraising on public markets, and serving as either Chairman or Non-Executive Director of public companies. Nigel currently acts as the Non-Executive Chairman of Stride Gaming plc and Gateley plc. Nigel also serves as an independent Non-Executive Director of GetBusy plc and the independent Non-Executive Director of Ascot Racecourse Betting and Gaming Limited. Previously, he was the CEO of Sportingbet plc – one of the world’s largest internet gaming companies
  • Spiros Giamas: Currently serving as the President and CEO of CD Media, which represents video game publishers in the Balkan region, Spiros has over 20 years of experience within the industry. He has established significant long-term relationships with EA, Ubisoft, Take 2 Interactive, Square Enix, Disney, Microsoft, Tecmo Koei, and Capcom within the Balkan Region
  • Mark Caroe: Mark is General Partner and Director of Eden Ventures. Mark is also a Director of a number of other Eden portfolio companies, including Reevoo and Responsetap. In addition to his company responsibilities, Mark is a Director of The HMS Victory Preservation Company

Executive Directors

  • Paul Sulyok (Founder and CEO)
  • Callum Jay (CFO)

Board advisors:

  • Paul Eibeler: Chairman at Cokem International (2008-Present) and former CEO and board member of Take-Two interactive
  • David Reitman: MD of Accenture, formally held senior roles at AT&T & Sony Playstation
  • Mat Brady: CMO at Just Eat through its IPO


  • CEO & Founder: Paul Sulyok

An entrepreneur since 2001, Paul founded Green Man Gaming in 2009. Prior to founding GMG, Paul founded Prize Fight, a hybrid of video games and betting. In 2001 he founded FinScope, which built commoditised algorithmic trading engines for the cash equity markets. Previously, he was a management consultant (Capco), banker (Citibank), and Officer in the British Army Officer

  • CFO - Callum Jay

Callum joined GMG in 2012, having trained as a Chartered Accountant, Callum first broke into the world of gaming when he became Head of Business Development for Eidos. He previously, served as Finance Director for the start-up Miniweb, where he successfully raised funding for the business, and worked for Morgan Stanley Capital International

  • COO - Tim Sawyer  

With a vast range of experiences in design, user experience, project and program delivery, operations, and management, Tim oversees payments, fraud, customer service, user experience, and content delivery for GMG. Previously, he served as Chief Engineer in the Royal Navy for 12 years and worked at Littlewoods, delivering the company’s first eCommerce platform

  • CCO - Martin Baxter

A key influencer and shaper of the UK games retail landscape for over 20 years, Martin joined GMG in 2012. Previously, he served as Buying Director at Gamestation and Pre-Played Range Manager at HMV.

  • CMO - Ian McGregor

Ian is a Video game industry veteran with senior leadership experience at top game publishing brands including Electronic Arts & Activision. Prior to joining GMG, Ian repositioned the Curry’s PC World brand as part of the Dixons Carphone merger, and had a successful career at Publicis London.Previously he was an Officer in the British Army

Published games

Year Title Developer Genre(s) Platform
2015 Black & White Bushido Good Catch Games Action / Multiplayer Microsoft Windows / OS X
Quell Fallen Tree Games Puzzle Microsoft Windows
Quell Memento
Quell Reflect
Idol Hands Pocket Games Strategy Microsoft Windows / OS X / Linux
Keebles Burnt Fuse Action / Physics Microsoft Windows / OS X
Switch Galaxy Ultra Atomicom Limited Racing Microsoft Windows / OS X / linux
Eternal Step Once More With Gusto Action / Adventure Microsoft Windows / OS X / Linux
2016 Square's Route Black Death Apps Limited Puzzle Microsoft Windows / OS X
Glitchrunners Torque Studios Action / Multiplayer Microsoft Windows / OS X
The Black Death Syrin Studios Survival Microsoft Windows
2017 Aporia: Beyond The Valley Investigate North Adventure / Puzzle Microsoft Windows
Peregrin Domino Digital Limited Adventure / Puzzle Microsoft Windows / OS X
War Tech fighters Drakkar Dev Action / Mech Microsoft Windows
2018 Stable Orbit Codalyn Simulation Microsoft Windows / OS X / Linux
Stormworks: Build And Rescue Sunfire Software Sandbox / Building Microsoft Windows / OS X
2019 ShockRods Stainless Games Action / Multiplayer Microsoft Windows
2019 Pride Run IV Productions Rhythm action Microsoft Windows / OS X
2019 Skybolt Zack DEVS MUST DIE Rhythm action / Platformer Microsoft Windows / Nintendo Switch
2020 Aeronautica Imperialis: Flight Command Binary Planets Strategy Microsoft Windows
2020 Lovingly Evil Lizard Hazard Games Dating Sim Microsoft Windows / OS X / Linux
2020 Re:Turn - One Way Trip Red Ego Games Adventure / Puzzle Microsoft Windows / Nintendo Switch / PlayStation 4 /

Xbox One

2020 Dustoff Z Invictus Games Ltd. Action Microsoft Windows
2020 Ponpu Purple Tree Studio Action Microsoft Windows
2021 Sea of Craft Wizard Games Adventure / Building Microsoft Windows


In 2015 Green Man Gaming responded to accusations of unauthorised keys being sold on the Store. The majority of keys come directly from publishers, with the occasional need to authorised third party vendors to offer keys for games from publishers that are unable to provide directly due to commercial restrictions. Green Man Gaming absorbs the cost of any discount so all revenue goes back to the publishers. [25]

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 for full transparency.[26]


  1. ^ "Green Man Gaming - LinkedIn".
  2. ^ "Green Man Gaming". Green Man Gaming. Retrieved 10 June 2021.
  3. ^ "Green Man Gaming finally goes live".
  4. ^ "Edge Magazine - GamesRadar+".
  5. ^ "Green Man Gaming: Gian Luzio Interview - Critical Gamer".
  6. ^ "DRM - Capsule". Green Man Gaming.
  7. ^ a b "Archived copy". Archived from the original on 9 January 2014. Retrieved 8 January 2014.CS1 maint: archived copy as title (link)
  8. ^ "Executive Team".
  9. ^ "Archived copy". Archived from the original on 9 January 2014. Retrieved 8 January 2014.CS1 maint: archived copy as title (link)
  10. ^ "Playfire Acquired By European Games Retailer Green Man Gaming – TechCrunch".
  11. ^ Petitte, Omri (9 July 2012). "Green Man Gaming merges with gaming social network Playfire". VentureBeat. Retrieved 14 December 2015.
  12. ^ "Green Man Gaming to sell boxed PC and console games".
  13. ^ "Archived copy". Archived from the original on 13 November 2014. Retrieved 13 November 2014.CS1 maint: archived copy as title (link)
  14. ^ "Steam competitor Green Man Gaming launches its own publishing arm, Green Man Loaded". 30 September 2014.
  15. ^ "Archived copy". Archived from the original on 13 November 2014. Retrieved 13 November 2014.CS1 maint: archived copy as title (link)
  16. ^ "Green Man Gaming Publishing".
  17. ^ Pagat, Mat (6 October 2016). "Digital PS4 Games Are Now Sold on Green Man Gaming". GameSpot. Retrieved 6 October 2016.
  18. ^ Orland, Kyle (26 March 2020). "Sony stops selling digital game codes at physical retailers". Ars Technica. Retrieved 25 January 2020.
  19. ^ "Green Man Gaming launches retail website in Germany".
  20. ^ "Store". Green Man Gaming. 10 January 2020. Retrieved 10 June 2021.
  21. ^ "Archived copy". Archived from the original on 11 April 2017. Retrieved 10 April 2017.CS1 maint: archived copy as title (link)
  22. ^ "Can game makers rise to meet the challenge of climate change?". Retrieved 10 June 2021.
  23. ^ "Green Man Gaming's new program simplifies the publishing process". Venture Beat. 24 January 2020. Retrieved 25 January 2020.
  24. ^ "Payload Studios launches incubator for underrepresented developers". Retrieved 10 June 2021.
  25. ^ "Green Man Gaming Denies It Sells "Grey Market" Game Keys". GameSpot. Retrieved 10 June 2021.
  26. ^ Purchese, Robert (18 November 2015). "Green Man Gaming will now tell you where game keys come from". Eurogamer. Retrieved 10 June 2021.

External links

Edited: 2021-06-18 18:32:17