In a surprising twist for the gaming industry, Epic Game Store’s (EGS) free game giveaways are proving to be a double-edged sword, inadvertently boosting sales on rival platform Steam. According to New Blood CEO Dave Oshry, the recent holiday giveaway of the eldritch FPS game Blood West on EGS resulted in a staggering 200% increase in Steam sales for the title on the same day.
The Unexpected Synergy Between Epic and Steam
The revelation comes as a shock to many in the industry, given the long-standing rivalry between Epic and Steam. Oshry, in a candid post on the FRVR Games Blog, shared data showing that despite Blood West being free on EGS, its sales on Steam saw an unprecedented surge. This phenomenon suggests that EGS’s free promotions are not just attracting players to its own platform but are also serving as a powerful marketing tool for Steam.
How Does This Work?
According to Oshry, the spike in Steam sales occurs because many gamers view EGS’s free giveaways as an opportunity to discover new titles. Once they’ve sampled the game for free on EGS, they often turn to Steam to purchase additional content, such as DLCs or the full game if they enjoyed the free version. This behavior highlights the complementary nature of the two platforms, despite their competitive stance.
The Developer’s Perspective
New Blood, which publishes Blood West on Steam, allowed the game’s developer to self-publish the title on EGS, ensuring they received 100% of the giveaway revenue. While this was a generous move, Oshry emphasized that the real value lies in driving actual sales, not just revenue share. “Epic could give devs 100% of sales and it doesn’t mean sh*t if there’s no sales,” he remarked, highlighting the importance of conversion rates over revenue splits.
Console Sales Also Benefit
The impact of EGS’s free giveaway wasn’t limited to Steam. Blood West also saw a jump in console sales while it was available for free on EGS, indicating that the promotion’s reach extended beyond PC platforms. This cross-platform boost underscores the effectiveness of free giveaways in expanding a game’s audience.
Epic’s Role in the Gaming Ecosystem
Despite the positive outcomes for developers, Epic’s storefront continues to face criticism. Adrian Chmielarz, creator of Painkiller and Witchfire, recently described EGS as a “shop” rather than a “community,” lacking features like written reviews and forums that Steam offers. “EGS is a shop, and Steam is a community,” Chmielarz explained, suggesting that players feel more engaged with platforms that offer social and community features.
Why Players Choose Steam
The lack of community features on EGS may explain why many players gravitate toward Steam after discovering games on EGS. Steam’s robust ecosystem, which includes user reviews, forums, and a strong sense of community, makes it a more appealing destination for purchasing and playing games long-term.
The Future of Free Game Giveaways
As the gaming industry continues to evolve, the role of free game giveaways is likely to become more significant. Developers are beginning to recognize the value of cross-platform promotions, even if it means collaborating with rival storefronts. The success of Blood West on Steam following its EGS giveaway could inspire other developers to explore similar strategies.
A Win-Win for Developers
For developers, the key takeaway is clear: free giveaways on platforms like EGS can serve as a powerful marketing tool, driving sales on other platforms like Steam. This approach not only expands a game’s reach but also maximizes revenue opportunities in an increasingly competitive market.
Conclusion
The unexpected synergy between Epic Game Store and Steam highlights the complex dynamics of the gaming industry. While Epic continues to compete with Steam, its free giveaways are inadvertently benefiting developers by driving sales on Steam. As players discover new games through EGS, they are increasingly turning to Steam to support their favorite titles, creating a win-win situation for both developers and the platforms they rely on.
