PC game retail joins peripherals, laptops, and smartphones in Razer's product line up as they diversify their portfolio. The store sells legitimate keys that can be redeemed on other platforms such as Valve's Steam and Ubisoft's Uplay. There is a strong focus on rewards/loyalty points with access to exclusives and discounts on Razer hardware acting as draw cards.
https://www.notebookcheck.net/Razer-enters-the-PC-game-retail-business-with-the-launch-of-the-Razer-Game-Store.296466.0.html