How it all started

Startselect was founded in 2009 and started off as a one-man business, located in the attic of the family home of Max Gudden, our CEO.

Max had an Xbox 360 and wanted to play games online with friends. However, to do this he needed an Xbox Live membership which could be obtained in 3 ways:

  • Bought directly on the Xbox by paying with creditcard
    He didn’t have one and his parents wouldn’t lend him theirs.
  • Ordered online 
    He didn’t feel like waiting for the mail for 2 days.
  • Bought in a store
    With the famous Dutch weather this often meant going through the rain by bike.

He opted for the last option, came home, scratched open the card and thought to himself: ‘why can't I just buy this code online?’.

Determined to make a change and offer other gamers the opportunity to avoid this hassle and continue gaming, he decided to buy, digitalize and sell the Xbox scratch cards online himself. At first manually on eBay and Marktplaats, later on a real website with local payment options and an automated code delivery system. Online Prepaid Services, as our company was called back then, was born.

Many other products like Playstation codes followed, each with an individual website per product group. In 2010 we were able to successfully expand our business to Belgium, Germany, Austria and Sweden. In 2016 our company expanded even further in Europe, selling our products in countries like Finland, France, Italy, Norway, Portugal, Spain, Switzerland and the United Kingdom.



Determined to transform the game industry from physical to digital, the platform Startselect was launched on 9 February 2016. The business model transitioned from physical stock and the management of more than 110 websites, to one webshop available in multiple languages, where gamers in Europe would have 24/7 access to digital gift cards and every game on every platform. The platform was pitched around the world and successfully got approval from platforms and game publishers such as Apple, Google, Sony, Activision Blizzard, Playstation, Xbox, Nintendo and Ubisoft. This marked the early start of the company’s rebranding process from Online Prepaid Services to Startselect.

Online Prepaid Services and Startselect have been nominated for Deloitte’s Technology Fast50 award in both 2015 and 2016. The Fast50 list is composed of Dutch technology companies and innovative startups that have grown the fastest in the previous 4 years. In 2017 The Financial Times composed a list of Europe’s 1.000 fastest growing companies, also known as ‘The FT1000’. Startselect made it to the 412th place. We're proud to be nominated and will keep expanding our horizon in the years to come. In 2019 we added Luxembourg, Ireland and Poland to our country portfolio!

In December 2020 we took our first step outside of the Europian Union: we launched in Australia! We're currently active in 18 countries and looking forward to expand even further across the world!

Mission & Vision

We believe our customers should get the most out of their free time! By offering the best games, subscriptions and in-game credits of multiple brands, we make sure to provide our customers with worry-free, instant access to the digital entertainment they enjoy. At Startselect you can easily buy a code with your preferred payment method and get it directly after confirmed payment. Redeem it immediately or give it as a gift to a friend or family member. No hassle with going to the store or an unnecessary wait for regular mail: Start, select, play!

Startselect has always been a company pushing the boundaries ever since online and digital have been on the rise. The speed and flexibility at which we can implement changes is the main reason for our continuous growth, this is how we became one of the fastest growing businesses in the digital game industry. We aim to make the process of buying, downloading and enjoying entertainment as easy as possible. Ensuring safe and easy access to games, music and apps for over half a million customers worldwide, we always stay on top of our game.

Our team & culture

Working at Startselect means variety, freedom and independence within an organisation that is constantly changing and developing.
E-commerce, games and entertainment, our field of work is full of developments, challenges and chances! As a scale-up we get a kick out of building, growing and reaching our goals together. We're moving at high speed, so ownership, selfreflection and flexibility is asked of every colleague. 

You are in control. You get freedom and opportunities to develop yourself both personally and professionally. However, we expect you to take charge of your own path and proactively come up with proposals yourself. We have flexible working hours and it's possible to work a day from home, so it's never hard to maintain a healthy work-life balance. 

You'll become part of a young and ambitious team of ± 45 colleagues. The atmosphere is friendly and approachable. We believe working hard is normal, but having fun is just as important. We also like to communicate in memes, gifs and puns in our groupchat. We lunch together, relax with a round of foosball or a game in our gameroom and toast to the weekend on Friday afternoon. There are regular company outings and of course there's our annual trip to Gamescom: the largest game fair in the world!

You’ll always find a listening ear and are encouraged to share your ideas. You get a lot of responsibility, trust and the opportunity to experiment and learn from it. At Startselect you can really make an impact, often you see the direct results of your work.

Core values

Our 5 core values embody who we are as a company and guide us in everything we do and how we do it. We are committed to these values in both words and actions. Do you have the Startselect core values in you?

We are determined to conquer the world of online gaming by proactively taking chances and showing smart entrepreneurship. 

We are commited to reach our goals together. As a team we constantly think of news ways to improve Startselect. 

'No can do' doesn't exist, we are always up for new challenges. We are convinced that the right attitude makes the difference between seeing problems and taking chances. 

We take our profession seriously and this shows in our attitude and behaviour. We focus on the big picture by structurally working towards our goals with warranted and controlled processes.

We communicate to eachother, our partners and our customers in a honest, clear and respectful way. 

Meet your colleagues

Want to get an even better picture of what it’s like to work at Startselect?

Take a look into our office through these videos or read what your future colleagues have to say on our Indeed company page.