It clearly isn’t easy, given that nobody else is doing it their way. Maintaining the company culture might be the toughest challenge of them all. The other game storefronts simply can’t resist muddying the water for the consumer, making the shopping experience hostile for some stupid ass monetization reasons. Shopping on Steam is a breeze, and it always feels like the store is on your side trying to help, instead of trying to get in the way. The developer-side publishing experience is much similar.

> I am not saying it has a value, but 30% seems a lot.

I’d suggest that it’s cheap, at least historically compared to just about any other product that’s been sold. If I had a popular marketplace platform that basically sold my product without much need for human intervention on the transaction, that has real value. Honestly 30% seems like a bargain to me.

In marketing and sales of the product, any human that touches the process ultimately is getting a piece of that transaction. We may not have physical media, but that was actually probably the least of the expense associated with software products back in the day. Consider the army of people needed just to wholesale to retail, coordinate distribution, distribute…

My recollection from those days is that if the dev got 10% royalties of a purchase price they would have been ecstatic. If you offered them 70%? They probably would have thought “what’s the catch?”

No, when you asked Nintendo to manufacture you a run of cartridges, you paid for them whether they sold or not. You took that risk. Nintendo took zero risks per game, they took the risk in the physical hardware. Legacy game distribution also never took the risk. Retailers were able to return unsold inventory. There were court cases about this when companies tried to go around Nintendo's cartridge building services to save money. Those companies largely won their court cases, so then we made the DMCA to say "No, get fucked"

The up front risk you take on Steam is $100. It still ends up being a meaningful risk because the numbers show almost nobody makes that back, because developers are so interested in selling their game on steam that the market is outright supersaturated.

>Of course, in the end that 30% we end up paying it ourselves.

I used to buy video games at walmart. Unlike games I bought at walmart, Valve has done things that retroactively add value to games I bought decades ago, like remote play together, adding internet multiplayer to games that never even thought about it, and a controller system that allows pretty much anything you can think of. Games that had zero controller support for a decade just do now, no extra download, and the required configuration is often the single button press to select whatever configuration someone else made. Valve created an entirely new software platform for games that makes it so even games that are utterly broken on modern systems can work again, and it's just built in. If I buy a game today, I'm pretty confident I can play it in 20 years. An actual system for sharing digital games with other accounts, with large caveats.

Refunds, despite Valve only offering them because it's the law in several countries and they were losing court cases, are not a thing for physical game purchases here in the US. Once you take off the shrink wrap, you are fucked.

Steam has built in support for Beta branches and old game versions that the game dev can enable. Steam has built in support for DLC, and market systems for trading and selling digital "goods", not that I really think that's a good thing but some people seem to. Steam has fully built in support for cloud saves.

Steam has a fully integrated "friends" system, and that system is convenient for the end user and includes features like screen sharing and voice chat and gifting people games.

Steam offers fully integrated mod management for at least a large subset of all possible mods for any game.

Like I cannot stress enough how even if video games were 30% more expensive in steam (they aren't, devs distributing through steam are making a larger portion of the profit than they used to), retroactively adding functionality to games I bought a decade ago and producing a system that makes it very likely I can play these same games in 20 years is so worth it. Everything else is just a bonus. Their hardware also shows great value per dollar, so the "They are overcharging" narrative just doesn't track.

Meanwhile, steam avoids problems that plague other digital storefronts. Easy returns (again, forced on them), their launcher mostly respects my resources and doesn't destroy my computer every time there's an update, the way Valve negotiates terms they have a much better setup: Even if a publisher or developer pulls their game, as long as you bought it before then you can always install it and play it. Transformers Devastation was pulled from the store years ago and cannot be purchased by anyone I think anywhere, but I can still download and play it on a new machine because that's the contract Valve got Activision to sign. The game literally doesn't have a store page anymore.

Fuck Valve's child gambling profits and invention of loot boxes, but their distribution business is unambiguously the most respectful of the consumer and developer. Only GOG with their work towards preservation and lack of DRM comes close.

I own 4000 games on steam. That's about 3900 more than I would have ever bought in a world without Steam. Their wishlist system is a direct driver of sales that wouldn't happen otherwise. When the Epic Store launched, it didn't even have a damn shopping cart.