Epic Games Store targets 30% revenue share with bold new strategy

The Epic Games Store holds a significant share of PC gamers but struggles to match its revenue to its user base. Currently, it attracts 35 to 40 percent of monthly active PC players yet earns only 5 to 8 percent of total PC gaming revenue. The company now aims to close this gap with a clear strategy for growth.

Over the past three years, Epic has focused on strengthening its developer tools and expanding its game library. The share of major new releases launching on its platform has risen from 40 to 70 percent. In June 2022, the company also adjusted its pricing model, lowering its revenue cut to 12 percent after a game's first $1 million in annual sales.

The store plans to improve its user experience and community features over the next two years. Steve Allison, head of the Epic Games Store, has stressed that the goal is coexistence with Steam rather than competition. Free weekly games, funded by an annual budget of $20 to $30 million, will remain a key part of the platform's offering.

Epic's long-term target is to increase its share of PC gaming revenue to 30 percent. To achieve this, the company will prioritise making the platform more appealing to players through better engagement and smoother functionality.

Epic's strategy centres on growth without directly challenging Steam's dominance. By refining its backend, adjusting revenue terms, and keeping free games, the store aims to boost both player numbers and income. The next two years will be critical in determining whether these changes can narrow the gap between its user base and earnings.