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How do Third Party Companies Purchase Digital Products at Discounts?

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ItsAJackal

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I'm curious how companies such as cdkeys.com can purchase things at such a low discount and resell them for a profit?

For those that don't know, cdkeys is a site that you can purchase the digital code (aka cd key is what they were called 15 years ago) for platforms such as PS4, PC, Xbox, etc. However, they regularly sell them at much less than listed price.

For example, they sell playstation plus yearly membership cards (regular price from Sony is $59.99) for $30. This is not a once a year deal, I just looked today and it's on sale. They also have a large collection of regular games as well for much lower than retail price. Just found one that is $30 on Steam, on regular sell on cdkeys for $14.

I'm just wondering how? Since this isn't a physical product, I don't see any way to find some wholesaler overseas to mark it up. But they are obviously finding somewhere to get it cheap enough to be able to mark it back up as well.
 
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