More than half of developers express a sense of over-reliance on Steam for game distribution, with a striking 72% asserting that the platform holds a monopoly over the PC gaming market. This insight emerges from a recent whitepaper by Rokky, titled ‘The State of PC Game Distribution.’
Survey Insights
The independent study, conducted by Atomik Research, engaged 306 industry executives from the UK and USA between May 18 and May 22, 2025. A significant portion of the respondents—75%—held senior management positions at the C-suite level, with 77% hailing from studios boasting more than 50 employees.
Findings reveal that for a majority of studios, Steam constitutes over 75% of their revenue. Nevertheless, developers are increasingly exploring alternative platforms, such as the Epic Games Store and the Xbox PC Games Store. Almost half of the surveyed developers (48%) have distributed titles across both stores, while 10% have ventured into GOG and 8% into Itch.io.
Rokky acknowledges that the survey’s results are heavily influenced by larger companies with diverse portfolios, which tend to favor storefronts like the Epic Games Store over platforms like Itch.io, designed primarily for independent developers.
Diverse Distribution Channels
Additionally, the study highlights that 32% of developers still release some of their games in physical formats, including discs, cartridges, and ‘keys-in-boxes.’ Other distribution options include marketplaces such as G2A and Kinguin, as well as E-stores like Fanatical and Humble Bundle. Developers appreciate these channels for various reasons:
- Ease of Use: Simplified processes for game distribution.
- Pricing Control: Greater autonomy over pricing strategies.
- Promotional Support: Assistance in marketing their titles.
- International Reach: Access to a global audience.
Looking ahead, the data indicates that 80% of respondents anticipate utilizing alternative channels alongside Steam within the next five years. Furthermore, 75% predict that they will experience “at least a 10% uplift in revenue” by leveraging marketplaces and E-stores.
However, concerns linger regarding the gray market associated with these platforms, alongside potential challenges in maintaining control over distribution. As Rokky co-founder and CEO Vadim Andreev aptly notes, “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. Understanding the nuances has never been more important, and so we created this report to highlight the trends that matter.”
