Picture this: In the vast universe of PC gaming, one platform towers over the rest, potentially locking out competition and leaving developers in a tight spot. Is this the thrilling monopoly of innovation, or a stifling chokehold on creativity? Dive in, and let's unpack the fascinating – and sometimes contentious – world of game distribution based on a recent study.
A staggering 72% of developers are convinced that Steam holds a monopoly on the PC gaming market. That's the eye-opening finding from a comprehensive whitepaper called 'The State of PC Game Distribution,' published by the PC distribution platform Rokky. To put it simply, a monopoly in this context means one company dominates so much that it can dictate terms, potentially limiting choices for players and creators alike. It's not just opinion; the study reveals that over half of the developers surveyed feel too dependent on Steam for getting their games out there.
But here's where it gets controversial: Is Steam really a monopoly, or is it just the best at what it does? Think about it – with such a massive user base and seamless features, it's hard not to rely on it. The research, conducted by Atomik Research, polled 306 industry leaders from the UK and the USA between May 18 and May 22, 2025. Impressively, 75% of these respondents were high-level executives like C-suite managers, and 77% represented studios with more than 50 employees, giving the insights a weight of experience.
The data paints a clear picture of Steam's financial clout: For most studios, Steam generates more than 75% of their total revenue. That's a huge chunk, highlighting how crucial the platform is for success. Yet, developers aren't putting all their eggs in one basket. The study notes a shift toward diversification, with many branching out to alternatives like the Epic Games Store and the Xbox PC Games Store. Nearly half (48%) of those surveyed have released games on both of these, while 10% have turned to GOG and 8% to Itch.io, a platform tailored for indie creators with its user-friendly vibe and focus on smaller projects.
Interestingly, the survey leaned toward larger companies with varied game lineups, which might explain why bigger storefronts like Epic Games Store are more popular than indie havens like Itch.io. This diversity is spreading – 32% of developers are even exploring physical media options, such as discs, cartridges, or those classic 'keys-in-box' packages, offering a tangible alternative to digital downloads.
And this is the part most people miss: Beyond the major players, there are marketplaces like G2A and Kinguin, plus e-stores such as Fanatical and Humble Bundle, providing developers with tools to reach global audiences. The perks? Think easy navigation, the ability to set your own prices, strong promotional backing, and worldwide access. It's empowering for creators who want more control.
Looking ahead, 80% of respondents anticipate blending alternative channels with Steam in the next five years. Optimistically, 75% foresee at least a 10% boost in earnings from these marketplaces and e-stores. But not everything is sunshine and rainbows – developers express worries about the 'gray market,' a shadowy side of gaming where unauthorized sales, potential scams, or even pirated keys lurk, eroding profits and complicating distribution.
As Rokky's co-founder and CEO Vadim Andreev puts it, 'With a growing prominence of E-stores and marketplaces, PC game distribution is more varied, vast, and complex than it has ever been. New opportunities are everywhere – as are pitfalls and challenges. And most of the old guard remain relevant. Understanding the nuances has never been more important, and so we created this report to highlight the trends that matter.'
This evolving landscape raises intriguing debates: Does Steam's dominance spark innovation or squash it? Are developers right to fear the gray market, or is it overhyped? And what if this monopoly perception is just a symptom of success in a competitive industry? We'd love to hear your take – do you side with the developers who see a monopoly, or do you think competition is thriving? Drop your thoughts in the comments and let's discuss!
