Game publishers must deploy a fully featured storefront experience to deter consumers from going to the gray market for game keys, says Jeremy Coker, group vice president for games and entertainment at Digital River.

With the digital games market expected to top $100 billion in 2018, the threat of fraud is growing almost as fast as the industry. For digital game publishers, that means an expanding gray market that offers cheap discounts for consumers, but potential consequences to publishers, developers and the consumers themselves.

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In order to protect against repercussions—both in terms of financial damages and disgruntled players—publishers must implement safeguards at every level of production and in their monetization models. And they must enlist consumers’ he…