Returning to Steam: 5 Stories from Major Publishers

Contents:

• The History of EA and Origin: From Conflict to Cooperation
• Ubisoft's Return to Steam: The Road to Recovery
• The Activision Blizzard and Microsoft Partnership: Impact on the Gaming Industry
• Bethesda Softworks: The Road to Failure in the World of Digital Platforms
• The Evolution of the Gearbox Platform in the Context of Epic Games

The History of EA and Origin: From Conflict to Cooperation

Electronic Arts (EA) launched its Origin platform on June 3, 2011, with the goal of selling video games and building a community. However, shortly after the launch, Steam, the largest digital game distribution service, began losing EA games. The first significant loss was the shooter Crysis 2, which was released in March 2011. The Origin platform gave EA the ability to control sales and offer exclusive content, which affected Steam's competitiveness. Since then, Origin has continued to grow, offering users a variety of games and services, including cloud saving and social features.

EA claims that the decision to remove Crysis 2 from Steam was not its own, but was a result of pressure from Valve and its founder Gabe Newell. Company representatives emphasize that Valve imposed terms that were economically disadvantageous and unavailable on other platforms. This statement raises questions about commercial practices in the gaming industry and how they affect the availability of games to users.

Dragon Age 2 became the next victim of the conflict when it was removed from Steam on the day of the release of its significant Legacy expansion in July 2011. The reasons for this removal remained unclear for a long time, but it was assumed to be related to the ability to purchase additional content directly in games, bypassing the Steam platform. This event caused a wide outcry among players and discussion in the gaming community, as many users prefer the convenience of Steam for managing their games and expansions. The removal of Dragon Age 2 highlights the importance of the relationships between developers, distribution platforms, and players, and shows how strategic decisions can influence the availability of popular games.

With each new release, games disappear from Steam, but older titles continue to remain on the platform. Gabe Newell noted that the difficulties in the relationship between EA and Steam stemmed from "a whole host of issues." He added that Valve needed to convince EA of the benefits of working together.

In October 2011, David DeMartini, then head of Origin, stated that Electronic Arts was facing difficulties establishing direct relationships with users due to restrictions imposed by Valve. He emphasized that while any retailer could sell EA games, the company was responsible for providing support and updates to its players. This highlights the importance of direct interaction between developers and players in today's gaming market.

In March 2012, the game Crysis 2 was relaunched on Steam as The Maximum Edition, which included all DLC. EA announced that developers Crytek had made the necessary changes to the game to meet Valve's platform requirements. However, EA subsequently decided to stop releasing new games on Steam, starting with Battlefield 3. This decision sparked debate among players, as many expected continued support for popular franchises on the platform. Crysis 2 The Maximum Edition was a landmark release, confirming the high interest in the game and its DLC. EA set its sights on the Origin platform, which was intended to be "an enhanced version of Steam." The company actively entered into agreements with various developers, offering users bonuses and exclusive content, including games like Mass Effect 3. However, many fans expressed dissatisfaction with the lack of popular games on Steam, which negatively affected EA's reputation in the video game industry.

In October 2019, a significant shift in the gaming industry occurred when EA announced the release of Star Wars Jedi: Fallen Order on Steam. This news marked the beginning of EA's return to Valve's platform. In the first half of 2020, EA added a number of popular games to Steam, such as Mass Effect 3 and Battlefield, thereby expanding its catalog on this platform. EA also launched EA Play, which provided players with access to a variety of content and improved user interaction. EA's return to Steam was an important step that strengthened the position of both companies in the video game market.

EA announced that it had found a "new way to engage with Valve" and aimed to strengthen its connection with users. In 2022, the company rebranded Origin as EA App, which may indicate a strategic overhaul and a refreshed approach to customer service. This move demonstrates EA's desire to adapt to market demands and improve the user experience.

Today, EA releases all of its new games simultaneously on Steam and the Epic Games Store, including popular titles like EA Sports FC and The Sims 4. Notably, users won't need the EA app to launch the highly anticipated Dragon Age: The Veilguard. This solution simplifies access to the game and makes it more attractive to a wider audience.

Game designer Goiti Suda shared an interesting fact about his attempt to convince EA in the 2010s to create a remaster of the action game Shadows of the Damned. However, his proposal was rejected because EA planned to make the game exclusive to its Origin store. Later, when the company revised its plans and abandoned this strategy, work on the remaster was launched for all platforms. This incident clearly demonstrates the change in EA's approach to its digital store and to game development in general in recent years.

Ubisoft's Return to Steam: The Road to Recovery

Ubisoft, a French publisher with a rich history in the gaming industry, has faced various challenges in recent years. In 2019, the company temporarily suspended the release of its games on Steam, which sparked much discussion among players and experts. This decision was driven by strategic considerations and a desire to focus on other digital platforms. Despite the challenges, Ubisoft continues to develop its core franchises and adapt to market changes.

The last release on Valve's platform before the partnership ended was Starlink: Battle for Atlas. While Tom Clancy's The Division 2, released on March 15, 2019, was not released on Steam, Ubisoft focused its efforts on alternative platforms such as the Epic Games Store and its own Ubisoft Connect service. This decision allowed the company to expand its audience and offer players new ways to interact with content.

Ubisoft representatives openly stated that the terms of their partnership with Valve were too harsh for them. They emphasized that a commission of 20-30% of sales is impractical in the current game distribution market. In contrast, Epic Games offered developers the opportunity to retain up to 88% of their revenue, making their offer significantly more attractive. This change in partnership terms could lead to a rethinking of distribution strategies and increased competition in the gaming industry.

The move away from Steam has had a positive impact on Uplay sales. Initial sales of The Division 2 on this platform were ten times higher than the first game's. Over the past three years, Ubisoft has significantly expanded its partnership with Epic Games, focusing its releases on its own platforms. This decision allowed the company not only to increase revenue, but also to strengthen its position in the digital distribution market.

In November 2022, Ubisoft announced a shift in its strategy, announcing the return of popular games like Assassin’s Creed Valhalla and Anno 1800 to the Steam platform. While the company had no specific plans to restore the entire catalog, the move underscores Ubisoft’s commitment to attracting a wider audience and increasing its presence in the digital gaming market. Returning to Steam can significantly increase the visibility of games and improve player engagement, which is an important aspect in the competitive gaming industry.

In 2023, Ubisoft gradually began migrating its game library to the Steam platform, although new releases remained exclusive to Ubisoft Connect and the Epic Games Store. On September 26, 2024, the company announced its return with Assassin’s Creed Shadows, which will be the first release in over five years to be available simultaneously on all three platforms. This move underscores Ubisoft's commitment to expanding the reach of its games and reviving interest in the Assassin's Creed series among a wider audience.

The announcement comes amid Ubisoft's financial difficulties and mounting criticism from gamers. The recent release of Star Wars Outlaws, which sold just one million copies, fell well short of the company's projections and received mixed reviews due to technical issues. This highlights the ongoing challenges Ubisoft faces and the need to improve the quality of its games to regain player trust.

In response to the challenges facing the company, Ubisoft decided to delay the release of Assassin's Creed Shadows in order to improve the game's quality and dropped its timed exclusivity on PC. This decision negatively impacted the company's shares, which fell to levels not seen since 2013. This situation has drawn attention to Tencent's potential interest in acquiring Ubisoft, which could have significant implications for the gaming industry and the brand's future projects.

Currently, almost all of Ubisoft's recent releases can be found on Steam, such as Prince of Persia: The Lost Crown, Skull and Bones, and the 20th-anniversary edition of Beyond Good & Evil. Assassin's Creed Mirage is expected to release in October 2024, and on November 21st, fans will be able to enjoy Star Wars Outlaws.

Activision Blizzard and Microsoft Partnership: Impact on the Gaming Industry

Battle.net, developed by Blizzard, has become a staple in the video game industry since its launch on December 31st, 1996. While competitors like Steam were just getting started, Blizzard successfully distributed its popular games through Battle.net, demonstrating an efficient business model by not relying on third-party platforms. This service has become not only a place to purchase games but also a platform for communication and interaction between players, significantly increasing user engagement. Battle.net continues to be a key element of the Blizzard ecosystem, offering players unique experiences and support for their favorite games.

In 2008, Blizzard and Activision merged, forming Activision Blizzard. In 2018, the company decided to discontinue its renowned Call of Duty series on Steam, beginning with Black Ops 4, which was developed specifically for Battle.net. This marked the first time a Call of Duty game was released exclusively on this platform. This move underscores Activision Blizzard's strategic shift to creating unique gaming experiences for Battle.net users and strengthens the company's competitiveness in the video game industry.

2022 saw a significant shift in the availability of Call of Duty games. Modern Warfare 2 returned to Steam, followed by three other installments, as well as the battle royale game Warzone. Notably, Black Ops 4 remains absent from the platform, likely due to its lack of popularity compared to newer releases. This move by Activision is important for reviving interest in classic games, which could attract both old and new players to Steam.

During the legal proceedings surrounding Activision's purchase of Blizzard, Microsoft revealed interesting facts about its strategies. In particular, documents indicate that an attempt to make the PC versions of Call of Duty exclusive to Battle.net was unsuccessful. The platform failed to attract the required number of new users, which became a significant obstacle to the implementation of this idea. These data highlight the complexity of competition in the video game market and the importance of choosing the right platform for the successful promotion of popular gaming franchises.

Court records indicate that the number of monthly active users on Battle.net remained unchanged from 2018 to 2022, when Call of Duty was available exclusively on this platform. This confirms the stability of player interest in Battle.net during the era when Call of Duty was a key element of the platform's ecosystem.

Since 2019, Microsoft has been actively returning its games to the Steam platform, abandoning exclusivity in the Microsoft Store. Xbox CEO Phil Spencer emphasized that the company's primary goal is to give players choice in where to purchase games. As a result, well-known titles such as Halo, Forza Horizon, and Sea of ​​Thieves have become available on Steam, significantly expanding their audience and increasing accessibility for users. This decision is aimed at strengthening Microsoft's position in the competitive landscape and meeting the needs of players who prefer a variety of platforms for acquiring games.

In 2023, Overwatch 2 and Diablo 4 became available on the Steam platform, marking a historic milestone for Blizzard as these are the company's first games released outside the Battle.net ecosystem. This change was driven by Microsoft's influence and the global transformation in the gaming industry aimed at removing barriers between players. Blizzard management emphasized that openness and accessibility of games to a wider audience are key priorities in their strategy.

Currently, there is no information about the possible release of popular games such as StarCraft, Warcraft, and Hearthstone on the Steam platform. However, given current trends in the gaming industry, it is likely that they may become available on this platform in the future. Importantly, both StarCraft games will be available on Game Pass for PC in November, significantly increasing the availability of these games to users.

Bethesda Softworks: The Road to Failure in the World of Digital Platforms

Bethesda Softworks stands out in the video game industry not only for its iconic series, but also for its failed attempts to launch its own digital storefront. Their brief departure from the Steam platform was one of the most memorable cases among major gaming companies. Despite successes in developing games such as The Elder Scrolls and Fallout, the attempt to create an alternative distribution platform for games was unsuccessful, highlighting the difficulties faced by even the largest players in the market.

In 2016, Bethesda launched its own launcher, called the Bethesda Launcher. The platform launched with the free-to-play game Fallout Shelter, which was released in July 2016. The game only appeared on Steam in March 2017. In 2018, Bethesda made a major announcement that Fallout 76 would be available exclusively through their launcher, sparking widespread discussion and debate among players and fans of the series. This decision underscored the company's strategy of promoting its own digital storefront and controlling the distribution of its games.

Fallout 76, released on November 14, 2018, received a lot of negative reviews, which likely prompted Bethesda to decide to return to the Steam platform. In March 2019, it was announced that the game would be coming to Valve's platform, signaling a rethinking of the company's strategy. This decision had an impact on the further development of Fallout 76, Bethesda's relationship with players, and the company's overall image in the video game industry. By April 2020, Fallout 76 became available on the Steam platform, and just two years later, Bethesda Softworks decided to shut down its own launcher. This change allowed players to transfer games, save data, and funds to Steam accounts, making the transition more seamless. It is believed that this decision was influenced by the acquisition of Bethesda's parent company, ZeniMax Media, by Microsoft. This move marks a significant milestone in Bethesda's strategy to integrate its products with popular gaming platforms.

The Evolution of the Gearbox Platform in the Context of Epic Games

The video game industry has undergone significant changes in recent years, with companies like Epic Games striving to take a leading position in the market. Since the launch of the Epic Games Store (EGS) in 2018, the company has been actively attracting users with unique exclusive offers. Among the significant titles that have become timed exclusives on EGS are popular games such as The Division 2, Metro Exodus, Detroit: Become Human, and Control. These strategic moves have enabled Epic Games not only to grow its audience but also to create a competitive advantage in the increasingly competitive digital game distribution landscape.

Gearbox, under the leadership of Randy Pitchford, actively supports Epic Games in their efforts to compete with Steam. In 2019, Pitchford predicted that Valve could face significant challenges within the next five to 10 years, and that more modern platforms like the Epic Games Store (EGS) could take its place in the market. This statement highlights the growing dynamism in the video game industry and the need to adapt to new conditions.

September 2019 marked a significant event for Gearbox: the PC version of Borderlands 3 was released exclusively on the Epic Games Store. The developers announced in advance that the exclusivity period would last six months. Publisher 2K Games emphasized the importance of integrating new digital platforms for the company's strategic development. In 2022, a similar approach was used for Tiny Tina's Wonderlands, but the exclusivity period was shortened to three months. This demonstrates the dynamics of changes in the gaming industry and the adaptation of companies to new market conditions.

At the trial between Epic Games In 2021, Epic Games and Apple revealed that the Borderlands 3 deal cost Epic $146 million. This figure included sales guarantees, advertising commitments, and other expenses. In the first two weeks after Borderlands 3's release, the Epic Games Store returned $80 million in investment, attracting over 1.5 million new users. Thanks to the game's successful launch and an effective marketing strategy, Epic confirmed its ability to recoup its investment and grow its customer base. Given various circumstances, Epic Games has become more cautious in investing in exclusive titles, as not all deals have been successful. Meanwhile, free game giveaways have proven effective in attracting users. As a result, the developers of Borderlands 4 announced the game's release on the Steam platform, which was confirmed in the first trailer.

Ahead of the Borderlands 4 announcement, Randy Pitchford noted that Epic Games had failed to effectively leverage its strengths in developing the Epic Games Store due to its entanglement in litigation. However, he remains confident that competition in the PC market will benefit players, as platform choice depends on the availability of games they enjoy.

In the 2020s, it became clear that leading publishers cannot ignore the significant popularity of Steam. Hosting games on Valve's platform has become a vital source of revenue for many companies, especially in a volatile gaming market. However, questions remain about how publishers can succeed in an increasingly competitive environment. Success on Steam requires not only a high-quality product but also an effective marketing strategy and active engagement with the player community. It is important to keep in mind that in order to achieve noticeable results, you need to follow trends and adapt to changing conditions.