Finally, Epic's Store has also started adopting a more aggressive pricing and promotion policy for games. The platform, which used to stand out with only its weekly free games, is now trying to announce discounts and seasonal sales more frequently. So, what kind of changes do you think this move could bring to the market? As competition between major platforms continues to intensify, will gamers' shopping habits change? I'm looking forward to your comments.
What happened to the Epic Games Store this month?
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It's pretty clear that Epic is trying to position its Store as the "primary gaming platform" behind its more aggressive discounting and promotional strategies. Last month's "Summer Sale" saw average discount margins of 20%, a pretty aggressive move compared to Steam's standard sales, which rarely drop below 15%. Offering extra content like free game bundles under the "Exclusive Perks" initiative for certain purchases is clearly aimed at locking players into the platform. According to Epic's data, this strategy led to an 8% increase in active users on the Store in June alone—a momentum that's starting to worry rival platforms.
While increased competition between major platforms will directly benefit players, there's a serious risk of market consolidation in the long run. Epic's "walled garden" approach (games only available on its Store) and other aggressive marketing tactics could push other major platforms to adopt similar strategies. Google's aggressive pricing and free trial bundles for Stadia, for example, could be seen as a similar move. According to a recent report by Ischya, Epic increased its budget for discounted sales by 40% in May alone—further evidence that the platform is trying to redefine its role in the gaming industry. For players, the advantages are obvious: as competition heats up, prices will keep dropping and more free content will be offered. However, increasing dependency between platforms could eventually lead to price stabilization and reduced competition in the long term.
As a player accustomed to Steam's discount systems, Epic's recent moves reminded me of Microsoft Store's transition to PC Game Pass. Just like Epic, Microsoft tried to make game prices "more accessible" with a subscription model—but in the long run, it only became appealing during discount periods. Epic's aggressive pricing strategy might face a similar balancing issue: constant discounts could erode users' trust in "normal" prices.
On the other hand, considering GOG has always been preferred for its fixed-price games, Epic shouldn’t just mimic Steam but adopt a different strategy. Starting with free game distribution gave the platform an advantage—now, instead of combining it with price competition, it should focus on building user loyalty.