Might it be the answer?
No because on some occasions people will enter a GA "accidentally" and will realise it upon winning, and then ask for a reroll. Or they can, for instance, have bought a key from a reseller and not having had the occasion to activate it before the GA ends. Or got that particular game on uPlay and therefore don't need it on Steam.
If the creator just activated the key without the winners approval, this could lead to someone winning a game they don't want or need and then not playing it when a reroll could have selected someone who actually wants it.
Then to solve this we would need the winner to check a box like "I confirm I want this game" before having the key automatically added to their library, which seems overcomplicated for something supposed to be automatic.
We could, maybe, have that as an option to activate in the user settings : "I agree to have the games I win automatically added to my Steam account" but I personally wouldn't use it. ¯_(ツ)_/¯
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"accidentally"
Well, if that would tend to more reasonable entering, I wouldn't see it as a disadvantage.
Though, game packs might be an issue. A creator who doesn't want people to enter if already owning some/many games in it, would have to check the winner's library before activating.
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Accidents happen. I carefully check the games I enter for, but I still once entered and won a GA for Mushroom Wars thinking it was Mushroom 11. Different games, I didn't care about the former which I won and was happy to be rerolled for someone who would actually want it.
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I'm not sure if this is even possible.
I remember this news from 2015:
https://www.reddit.com/r/Steam/comments/2s6v9s/steam_removing_oauth_key_redemption/
After that Humble and Indiegala stoped the "click to activate" button.
Also: I'm not sure why but it would feel strange if someone can activate a game on my account without me knowing.
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And why is SEGA allowed to do it?
It isn't, not in the sense you're thinking. Sites like SEGA's MWNL (or, for another example, the site offering free upgrade to Van Helsing Complete Edition if you own the three previous games) operate by you signing in and giving them permission to, as a publisher, associate their game(s) on Steam to your account. It doesn't utilize keys at all, and thus couldn't assist with sites that utilize keys, like SG or Humble.
Think of it as an externalized form of the "Claim this game for free now and keep it forever!" promotions that occasionally run through Steam client.
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Just got a small inspiration by another thread and the SEGA MWNL activation.
Why is SG not using the automatic key registration? The Steam account is already linked. It would only need the permission to register a key.
Procedure:
GA ends - creator checks winner - presses the button "Activate key" (instead of "Send key") - the game is automatically registered at the winner's Steam account.
Advantages:
Disadvantages:
I don't think that there's such a possibility to integrate gift sending, but at least since the removal of inventory gifts these should be a real low percentage of GAs.
Thoughts? And surely I missed something in this short brainstorming!?
No GA now, since I'm at work. Probably later.
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