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Google, Blackhawk Network to launch Gift Card Mall in Google Play

Wednesday, October 01, 2025 — 13:41:20 (UTC)

PLEASANTON, Calif. – Oct. 1, 2025 — 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 blackhawknetwork.com/solutions/gift-cards-egifts/distribute-gift-cards.

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Source: Company press release.

Categories: Partnership