this post was submitted on 25 Sep 2023
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They did both things.
Yes, they went after sellers, because they needed something to sell. Nobody's going to go to the new upstart store without some incentive. For sellers, that incentive was piles of money (with the understandable trade off of an exclusivity period - a completely normal thing for businesses to do).
But they also went after buyers by handing out hundreds of free games to build up everyone's libraries (something they're obviously still doing), and by running the best sales seen on a PC store since Valve stopped doing flash deals during their sales.
But nothing they do is going to achieve your statement of "you could run a slightly less feature-rich store, take less of a cut, and pass the reduction fully on to consumers and you'd be an easy choice for many gamers." They actually tried that at the start, with Metro [Whatever - I don't play the Metro series so I can never keep the titles straight] launching at a reduced price point because of the lowered cut, but everyone just focused on "ZOMG, I HAVE TO CLICK A DIFFERENT ICON TO LAUNCH IT?!?!11". Aside from that example, though, the pricing of the games isn't up to them. Blame the publishers for prices staying the same while they pocket the extra from the lowered store cut - they could easily pass it along to consumers, but they choose not to. Epic themselves did what they could with the coupons during sales (leading to devs/pubs like CDPR maliciously increasing the prices of their games to disqualify them from it just to spite Epic and their potential buyers) and now the not-nearly-as-good-a-deal cash back program they're doing.
The bulk of gamers simply don't want to buy from anything other than Steam, and nothing anyone says or does will budge them from that. Every argument against EGS existing is just a rationalization of that stance. I've literally seen people say "I want every game on every store and then I'll buy it from Steam."
The reason that it's so hard to compete with Steam is that Steam just does what it does so well.
I don't have much desire to change my primary digital storefront because there isn't really much of anything more I want from a digital storefront that Steam doesn't already provide. If the quality of Steam's experience declines at some point, I would welcome competition, but otherwise, why would I bother switching to another service when I don't really have any complaints about Steam?
Besides, the TV/movie streaming service market has already demonstrated what happens when not enough competition suddenly turns into too much competition. If Epic were able to demonstrate that it was possible to overtake Steam, everyone would try to copycat their strategy, and then you likely end up with a balkanized market where no one has the market share or resources to provide the level of quality that Steam does.
Exactly, Steam got where it is because it managed to be more convenient than piracy (as Gaben himself said, piracy is a service problem), as did Netflix before the fragmentation (and rampant enshittification) of the streaming market made piracy once more the most convenient (and better quality) option.
Epic store exclusives don't promote Epic, they promote piracy, as that is the second most convenient option after Steam (it's worth mentioning that Steam also acts as unobtrusive DRM; infect your game with malware like Denuvo and suddenly piracy again becomes the more convenient — even the only reasonable — option, as cracked games perform better and are more stable than malware DRM infected ones; Steam provides a good enough and, more importantly, harmless option for both consumers and developers, something no alternative, including piracy, has managed to achieve).
And, of course, the instant Gaben retires and Valve goes public and begins to enshittify itself we won't be going to Epic or GOG (unless they manage to replicate what Steam has achieved), we'll be back to sailing the high seas.