The most popular known version of this method is the Itune gift cards in which people can buy and then when the code is entered it transfers the cost into the Itunes market place.
In games usually extras for pre-ordering items players recieve a similar item but its more paper based and the code allows players to access a download which gives them certian items. These are usually in the game case. If i was going to allow this i could create cards with speical virtual items on in which customers might potentionally buy from stores.
As a quick example i created what one might appear like as a early concept in which i will later go back to and consentrate on details and will create a prototype version of.

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