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Rokky, the PC game distribution platform delivering publisher-approved keys to global markets, has today unveiled its landmark whitepaper, The State of PC Distribution. The report, based on an independent study of 306 game industry execs, reveals how Steam’s continued dominance of PC game distribution leaves developers fearing their over-reliance on the platform and exploring alternative channels.

For years, Steam has deservedly been synonymous with PC game distribution. A striking 72% of developers believe Steam operates as a monopoly, with more than half (53%) concerned about their overwhelming reliance on a single platform. With over 18,000 new titles hitting Steam in 2024, the dominant storefront is drowning in games, and this fierce competition fuels developers’ concerns for game distribution. Market saturation (35%), and the ever-present challenge of discoverability (33%) are cited as key challenges, although the rise of the free-to-play model (40%) was named as the number one concern.

In response, developers are diversifying their distribution channels, with a significant 48% utilising the Epic Games Store. E-stores (38%) and marketplaces (30%) are also key channels for PC distribution, offering avenues to sell Steam keys outside of Valve’s platform, and appreciated by a third of developers for their access to hard-to-reach markets. The report also dives deep into the often-misunderstood gray market, where discounted keys are resold from low-priced regions in marketplaces and e-stores. With 73% of developers concerned about players reselling keys, “The State of PC Distribution” Report details how studios can reap the perceived benefits of e-stores and marketplaces without falling victim to the gray market.

Vadim Andreev, CEO and Co-Founder of Rokky, said:

“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.”

Key Findings from “The State of PC Distribution”:

• Today’s challenges: The rise of free-to-play games is the biggest challenge of selling PC games today (40%), followed by market saturation and competition (35%) and discoverability (33%)

• Steam’s dominance: 88% of studios say Steam accounts for over 75% of their revenue. 72% feel Steam effectively exists as a monopoly and 53% are concerned about their level of reliance on that single platform.

• Beyond Steam: 48% have distributed a title to the Epic Games Store, 30% to marketplaces such as G2A and Kinguin, 38% to e-stores such as Fanatical or Humble Bundle, 10% have distributed with GOG, and 8% with itch.io.

• Marketplace Benefits: Developers relate marketplaces with benefits such as ease of use (45%), pricing control (35%), promotional support (33%) and international reach (31%).

• E-Store Benefits: Developers relate marketplaces with benefits such as ease of use (41%), pricing control (35%), promotional support (33%) and international reach (35%)

• Marketplace Concerns: Developers relate marketplaces with the gray market (24%), loss of control (22%), and loss of revenue (22%).

• E-Store Concerns: Developers relate e-stores with the gray market (23%), loss of control (23%), and loss of revenue (19%).

• Alternative distribution outlook: 75% of developers anticipate at least a 10% revenue uplift from using e-stores and marketplaces; 80% expect alternative channels to become a regular part of their distribution mix within five years.

• Defining the gray market: Only 22% believe the gray market is the concept of unauthorised reselling. For the majority of respondents (73%), the gray market is not a practice but a place. 24% perceive that marketplaces themselves are the gray market, 24% define it as e-stores, and 25% believe the gray market is a combination of both.

• Resale concerns: 73% of developers are concerned about players reselling keys.

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