Why do I need to "redeem" a discount? Why aren't the games simply on sale? Was there some news about this I can't find because the news section is pants? Do I need to sign up for something to redeem it? What's the point?

Disclaimer: I own the Hitman games already, I don't want to use the discount, I'm just... curious what's up.

Seconded... if I recall correctly, it's the first time we're treated with such a discount workaround. Why, GOGBear, why? :P

Tricky marketing scheme: since you already invested some effort in even seeing the discounts, you would be more willing to actually buy the games so the initial effort does not seem wasted. Even if you might have skipped the same discounts presented the usual way.

It works even better with the addition of an awful Google reCaptcha on the way ;)

No, it's not. It's only the first time this was done with a banner on the website announcing it to everyone.

But similar codes have existed before.

There was one a fortnight ago, but there were no others in 2021 that are listed in the Newsletter Discounts topic..

These codes do not only come from newsletters. Sometimes they were published on GOGs social media sites (probably to measure how many people read and react to them) some were published on completely different websites as a partnership (read that as PR) offer.

Like for example

https://www.gog.com/redeem/MANDALORETYRANNY75?pp=ea44f9f30a420daae75cc97b35ace35e373be70a

75% off on all versions of Tyranny from March

or

https://www.gog.com/redeem/RAZERGOG80
This War of Mine -80% $3.99
Seven: Enhanced Edition -80% $5.99
Layers of Fear -80% $3.99

and

https://www.gog.com/redeem/RAZERGOG45
Danger Scavenger -45% $4.31

from May.

We already had a thread about this:
What's up with this coupon code business?

Interesting, totally flew under my radar - I expect other social media avoiding people to find themselves in a similar blind spot. Better analytics is the only reason I can think of as well for using this approach. Hmmm... so, with discount coupons of this sort games can't be bought as gifts. I guess that makes sense.

Had already bought all of these a long time ago. Was hoping it meant we're getting some of the new stuff.