Embedding gift cards in Google Play creates a premier destination for fast, reliable and personalized in-app gifting, as well as a powerful retail channel for brands

Blackhawk Network (BHN), a global leader in branded payment solutions, today announced it will partner with Google Play to launch a gift card mall in the Play Store. By combining BHN’s world-class digital gifting portfolio and technology with the reach of Google Play, a global digital content store, the companies are creating a premier destination for digital gifting. For the first time, users will be able to purchase and send gift cards from the world’s leading brands, including BHN’s exclusive Originals, directly inside the Play Store. Purchases are completed in the Play Store with secure delivery by email or text.

Google Play serves more than 2.5 billion monthly users in over 190 markets. Demand for digital gift cards continues to accelerate, with the global market projected to approach $1.5 trillion by 2032. BHN’s research reinforces this momentum, showing a 7% year-over-year increase in planned digital gift card purchases for 2025. Gift cards will be featured in Google Play across search, key in-app placements and personalized promotions, including curated deals that spotlight premier brands. For those retailers, developers and brands, this creates a powerful new channel to reach consumers and generate revenue. For shoppers, gifting becomes a built-in part of Google Play, allowing them to discover, purchase and send gift cards without leaving the Play Store.

“Together with Google, we are pioneering a unique shopping and gifting experience natively on one of the world’s largest digital platforms,” said Talbott Roche, CEO and president of BHN. “Our innovative technology, global network and extensive portfolio complement Google’s expansive worldwide reach to give gift card brands trusted distribution inside a platform people use every day. This delivers a fast, reliable and personalized gifting experience for consumers and a new retail channel for businesses.”

“Bringing digital gift cards into the Play Store means users can now discover, purchase and send value without jumping between apps or sites, offering a straightforward way for brands to connect with them in a trusted environment,” said Fernanda Murphy, Global Head of Retail & Payments Marketing at Google Play.

For more information, visit https://blackhawknetwork.com/solutions/gift-cards-egifts/distribute-gift-cards.

About Blackhawk Network (BHN)

Today, through BHN’s single global platform, businesses of all kinds can tap into the world’s largest network of branded payment solutions. BHN helps businesses grow revenue, increase loyalty, motivate and reward their teams, disburse funds and engage consumers. Branded payment solutions include the issuance and distribution of gift cards, eGifts, corporate payouts and rewards, along with the technology to deliver these products in seamless, integrated ways. BHN’s network spans the globe with more than 400,000 consumer touchpoints. Learn more at BHN.com.

About Google Play

Google Play is an online store on Android that makes it easy for more than 2.5 billion monthly users across 190+ countries worldwide to discover millions of high-quality apps and delightful content. We help keep consumers safe by building rigorous protections into Google Play and requiring developers to follow high safety standards, while investing heavily in enabling developers to thrive. For more information, please visit: https://play.google/howplayworks.

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