THE XBOX GIFT CARD CAME WITH A STRING of 25 letters and numbers. The digits, known as a 5x5 code, were sent in an email, but they were no different from the numbers and letters etched onto the gift cards hanging on tall racks near the checkout aisle at CVS or Target, arrayed in a Rubik’s Cube of colors. These stores sell them on behalf of Apple, Applebee’s, Disney, Domino’s, and pretty much every other company you can think of, including Microsoft Corp., which markets its cards under the Xbox brand. The cards themselves, of course, are worthless, but each 5x5 code corresponds to a dollar amount. In this case the code, DD9J9-MXXXC-3Y6XD-3QH2C-PWDWZ, was worth $15 toward the purchase of anything Microsoft sold online—video games, Office and Windows software, Lenovo laptops, Sonos speakers, and the like.
In this way, gift cards can be thought of as a sort of digital currency, not unlike Bitcoin. The comparison may seem silly, given that gift cards date to the bygone era of Blockbuster Video, but today there are online marketplaces where anyone can trade gift card codes for Bitcoin and then turn the spoils into cash. These markets inevitably attract speculators and, because trades can be conducted anonymously, scammers.
Volodymyr Kvashuk received the $15 code a few weeks before Christmas, in 2017, among a batch of 20 others worth $300 altogether. But the engineer, who went by Vova for short and was in his mid-20s, hadn’t paid for the Xbox gift cards himself, nor were they some early holiday present from relatives. Kvashuk had recently begun a full-time job at Microsoft’s headquarters in Redmond, Wash., testing the company’s e-commerce infrastructure.
This story is from the July 05 - 12, 2021 (Double Issue) edition of Bloomberg Businessweek.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the July 05 - 12, 2021 (Double Issue) edition of Bloomberg Businessweek.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Instagram's Founders Say It's Time for a New Social App
The rise of AI and the fall of Twitter could create opportunities for upstarts
Running in Circles
A subscription running shoe program aims to fight footwear waste
What I Learned Working at a Hawaiien Mega-Resort
Nine wild secrets from the staff at Turtle Bay, who have to manage everyone from haughty honeymooners to go-go-dancing golfers.
How Noma Will Blossom In Kyoto
The best restaurant in the world just began its second pop-up in Japan. Here's what's cooking
The Last-Mover Problem
A startup called Sennder is trying to bring an extremely tech-resistant industry into the age of apps
Tick Tock, TikTok
The US thinks the Chinese-owned social media app is a major national security risk. TikTok is running out of ways to avoid a ban
Cleaner Clothing Dye, Made From Bacteria
A UK company produces colors with less water than conventional methods and no toxic chemicals
Pumping Heat in Hamburg
The German port city plans to store hot water underground and bring it up to heat homes in the winter
Sustainability: Calamari's Climate Edge
Squid's ability to flourish in warmer waters makes it fitting for a diet for the changing environment
New Money, New Problems
In Naples, an influx of wealthy is displacing out-of-towners lower-income workers