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https://steamcommunity.com/app/1284210/discussions/0/3432326055083362216/
Even if you missed the thread, if you had checked ingame first before making your purchase, the redeem page directs you to a web page saying that steam accounts cannot redeem gem codes.
https://help.guildwars2.com/hc/en-us/articles/230890448-How-to-use-a-Gem-Card
Like... iunno man, at some point y'all gotta start reading, the information is not hidden
Just like with all the closed "app markets", Steam takes a cut of all sales. It's like 30%.
ANet decided to separate Steam from non-Steam to retain that 30% from their existing playerbase. Makes sense.
But what they didn't bother to do is have support and ethical policies in place to stop people being screwed over. By separating things, people will inevitably end up in situations like this where they've bought things for the non-Steam version that won't activate on Steam.
Rather than refund people, they fob them off with copy-pasted support and keep their money.
It's an Anet problem. If you want to have your cake and eat it, you have to be prepared to be called out on it.
Steam would accept external gem card purchases if Anet reimbursed them for their lost cut.
Obviously Anet won't do that. This is Anet's decision. Why on earth would Steam allow a F2P game with external purchases that can be activated on Steam? It's like saying it's Steam's fault HoT isn't free for everyone.
edit:
I make payments in game on my old account. I use Steam for nothing but a client to launch from.
This should be on the Steam page, not on the game website.