Gaming Gift Cards
Used to buy video games, in-game content, expansions, and subscriptions for PC and consoles. Popular brands include Steam, Xbox, PlayStation, and Nintendo.
Gift Cards on the Czech Market
Although the gift card market in the Czech Republic and Eastern Europe in general has a shorter tradition than in Western countries, it has been experiencing significant growth in recent years. Gift cards are becoming increasingly popular in the Czech Republic as both a gifting option and a shopping tool.
At EGIT, we have access to a wide range of data on the Czech gift card market, its customers, and their behavior. We have gathered this data over 15 years of operating on the market and will summarize the data in this article.
The Czech Gift Card Market in Recent Years
In recent years, the Czech market for gift cards has seen notable growth. Gift cards are primarily used as a means of payment for personal consumption in the Czech Republic, a trend that mirrors international markets.
There are several reasons why people buy gift cards for themselves, including:
- Better budgeting
- Security
- Anonymity
- Discounts
Gift cards and vouchers are now a standard part of many companies offerings in the Czech Republic, and their popularity continues to grow each year. Interest in self-use cards remains steady throughout the year, while demand for gift cards peaks significantly before Christmas. As consumer habits evolve, gift cards are gradually becoming a more common method of payment.
Czech Market: Data
| Location | Central Europe |
|---|---|
| Population (as of 31 Dec 2023) | 10,900,555 |
| Annual population growth | 73,000 |
| Average age | 42.8 years |
| Economically active | 63.6% of population |
| GDP | EUR 304,593 million (48th in the world, 14th in the EU) |
| Average salary | EUR 1,814 |
| Long-term unemployment | 0.8% |
Data as of 2025.
Challenges on the Czech Gift Card Market
The Czech gift card market faces a number of specific challenges that influence its growth and attractiveness for both international and local players. These include:
- Generally lower attractiveness of Eastern European markets, mainly due to lower purchasing power.
- A small but mature market, where gift cards compete with traditional payment methods (most people use gift cards for themselves).
- Logistical and distribution challenges, along with the need to localize products. This includes translating all materials into Czech—a relatively small and less commonly spoken language.
- A local currency (Czech koruna), which slows down the rollout of global services in the region. This creates currency risk and volatility, as well as complexity in payment systems (companies must be able to accept payments in CZK, which requires investing in multi-currency processing systems).
- Cultural preferences: gift cards and vouchers are still relatively new in the Czech Republic and have yet to gain widespread popularity.
Czech Market Gift Card Statistics
2015
Gift cards seen as exceptional gifts sometimes replacing cash (STEM/MARK 2015)
2022
Every 5th person buys a gift card for Christmas (STEM/MARK October 2022)
2024
Every 2nd person buys a gift card for Christmas (IPSOS, 2024)
Most Common Types of Gift and Prepaid Cards on the Czech Market
Gift cards available on the Czech market fall into several categories.
Traditional Retail Brands
Major brands offering gift cards in the Czech Republic include IKEA, LEGO, H&M, Alza, dm, and Zalando.
Electronic Money Platforms
Services like PaysafeCard and Aircash offer virtual credit top-ups that can be used for payments.
Mobile Operators
Almost all Czech mobile operators offer prepaid cards for calls and data. Major providers include T-Mobile, O2, and Vodafone. Virtual operators such as Blesk Mobil, Kaktus, and Tesco Mobile occupy 4.5% of the Czech market but face challenges such as lower brand recognition, limited distribution, and smaller target groups.
Prepaid Payment Cards
These include physical Aircash cards, which can be topped up with prepaid cards and used like standard payment cards.
A history of the Czech gift card market
Due to historical developments (the independent market only began to form in the 1990s), gift cards only began to appear more broadly in the last ten years. Major brands entered the Czech market around 2017, with platforms like Steam, PlayStation, and Xbox being sold in GECO and Billa stores. Upon purchase, customers received a code printed on the receipt—this was the so-called POR model, already known internationally.
An earlier initiative worth mentioning is the "Dárkomat" project, an unsuccessful attempt by the media house MAFRA to introduce the first physical gift cards in the Czech Republic. These were POSA cards that had to be activated at the checkout and were sold in GECO, Albert, and Benzina stores. The project ended after two years. EGIT participated in the project as a content supplier for the gaming portfolio.
As of now, it is still not possible to buy gift cards for some major platforms like Google Play or Apple Store in the Czech Republic. The main reason is the absence of official support for these platforms in the country, partly due to the local currency and undeveloped local services.
Where to Buy Gift Cards in Czechia
Gift cards in the Czech Republic can be found in supermarkets, newsstands, electronics stores, betting shops, and also on e-commerce websites and platforms specializing in gifting.
Some of the largest gift platforms are our projects: Givery and Herní kupony.
Prepaid Payment Cards
The history of prepaid payment cards in the Czech Republic includes earlier products like Blesk Wallet, COOL Card, and FreePay, as well as today's modern solutions like Aircash.
Blesk peněženka
Blesk Wallet was the first prepaid payment card in the Czech Republic, launched in 2014 by the newspaper Blesk in cooperation with Česká spořitelna and Mastercard. It allowed anonymous payments without a bank account. Top-ups were possible in cash at SAZKA terminals. The card was discontinued in 2016 due to new legislation tightening rules on anonymous payment tools.
COOL karta
COOL Card, offered by ČSOB, targeted younger users and parents seeking controlled access to money for their children. The card could be managed via a mobile app and was used for allowances and limited payments. It was discontinued in 2019.
FreePay
FreePay Card, provided by Prepaid Solutions in cooperation with Mastercard, enabled cashless payments without a bank account. It was popular for online shopping and travel. The card could be topped up via cash or bank transfer. It offered registration to increase transaction limits. The project ended in 2022.
Aircash
Aircash is now a popular e-wallet in the Czech Republic. It offers fast and easy payments, money transfers, and top-ups through a mobile app. Users can deposit funds, send money, pay for services, or withdraw cash at partner locations such as gas stations. Aircash partners with various merchants and institutions. Its main advantage is accessibility without the need for a bank account. A payment card can also be linked to the account.
Revolut
Revolut is also available in the Czech Republic. It's a modern financial service offering not only prepaid cards but also features such as international transfers, favorable currency exchange rates, investing, and savings. Users can open an account through the app, set spending limits, and analyze their expenses. Revolut is especially popular among travelers due to its low foreign transaction fees.
EGIT: A Leader in Gift Cards
Our company EGIT has been operating in the Czech market for 15 years and is on the leading position of the local market. We offer comprehensive solutions for both local and international partners looking to enter this rapidly growing market.
One of EGIT's key projects is Givery B2B. We provide companies with the opportunity to use gift cards or gift vouchers as employee benefits, rewards for business partners, or customer incentives. Our portfolio includes gift cards and vouchers for electronics, fashion, cosmetics, experiences, and more—including the universal Givery Card, which can be redeemed for any product in the offering.
EGIT provides tailored solutions, including custom gift packaging, company logo placement on printed cards and vouchers, and instant email delivery after order completion. We also offer consulting on tax and accounting issues related to employee benefits, ensuring both the employees and the company benefit.