NVIDIA is putting a stop on a cottage industry in consumer game code resales. Until now, if you manage to get a free game with a card like the GTX 1080, you are able to redeem it on NVIDIA's website and get a key from sites like Microsoft, Steam, or Origin.

NVIDIA introducing a new policy

A lot of users simply traded those keys, either gave them away or sold them on eBay, and effectively pocketing a tidy discount on the card. As Engadget noticed, however, the company has introduced a new policy, making that method all but impossible.

According to one of its new code redemption FAQ, coupons are now "intended for use by the purchaser" and no one else. In the exact sense, you will need to redeem the codes through your GeForce Experience app account, which will then link to the relevant store.

Resales Will Not Be The Same Again

Unfortunately, it will also perform a hardware check in order to ensure that the coupon code is redeemed on the system with the qualifying GPU. NVIDIA didn't state that it's tied to only one particular card, so presumably, you could still give or sell the code to any user with the same model.

Why NVIDIA Made The Policy

According to DigitalTrends, NVIDIA may be trying to stop a recent fiasco that allowed some users to order a GTX 1070, got a Gears of War 4 code, then returned the card, acquiring the game for free. However, some Reddit users are also thinking that it could also be NVIDIA's plan to get users signed up for GeForce Experience, an app that many PC gamers dislike.

Another proposition is that publishers asked NVIDIA to put the checks into effect to kibosh shady discounts. Given the growing attention it's getting, however, it may actually trigger gamers to check out this whole thing, proving once again the power of the Streisand effect.