Alternative distribution in the PC gaming industry is growing, with developers increasingly selling Steam keys through third-party platforms like Fanatical and Humble. Valve's Steam platform is projected to generate .8 billion in revenue in 2024, while the Epic Games Store reported .09 billion last year. Developers can request up to 5,000 standard release keys from Valve for sale on other platforms, adhering to pricing guidelines. Marketplaces like G2A mix approved keys and resold keys, while e-stores ensure all keys are legitimate. The grey market refers to the resale of keys that undermines publishers' profits, often due to regional pricing discrepancies. Developers can manage the grey market by monitoring key sales and implementing strategies like region-locking and pricing adjustments.