In the world of PC gaming, the battle between digital storefronts has been raging for years. One of the most high-profile exclusivity deals in recent memory was the launch of Borderlands 3 as a timed exclusive on the Epic Games Store. Gearbox’s Randy Pitchford made bold predictions at the time, suggesting that Steam’s dominance could be challenged by Epic and other competitors in the future.
Fast forward to the recent announcement of Borderlands 4, and it seems that Pitchford’s early hopes for the Epic Games Store may have been misplaced. Unlike its predecessor, Borderlands 4 will launch simultaneously on Steam and EGS in 2025. This decision marks a significant shift in strategy for Gearbox and raises questions about the future of digital storefront competition.
Pitchford recently took to social media to address the change in strategy, acknowledging that his initial optimism for the Epic Games Store’s rise to dominance may have been unfounded. While Borderlands 3 and its spin-off Tiny Tina’s Wonderlands saw success on EGS, Pitchford now believes that Epic failed to capitalize on its early advantage and challenge Steam’s monopoly effectively.
Internal documents from the Epic vs. Apple case in 2021 revealed that the Borderlands 3 exclusivity deal was beneficial for both Gearbox and Epic. The game hit its sales targets in just two weeks, bringing in more revenue than EGS had seen in the previous nine months. However, not all of Epic’s exclusivity deals have been as successful, with some titles failing to recoup the upfront guarantees paid by Epic.
Despite some successes, Epic’s market share still pales in comparison to Steam. While EGS has seen growth in its user base, Steam’s dominance remains unchallenged. Steam’s massive network effects and entrenched position in the market have proven difficult to overcome, leaving Epic with a relatively small share of the PC gaming revenue.
As Gearbox prepares to launch Borderlands 4 on both Steam and EGS, the future of digital storefront competition remains uncertain. Pitchford remains hopeful that Epic will continue to innovate and attract new users, but the road ahead is challenging. The battle for dominance in the PC gaming market is far from over, and only time will tell if a true Steam-killer will emerge.
In conclusion, the story of Borderlands 3’s exclusivity on the Epic Games Store and the subsequent launch of Borderlands 4 on multiple platforms highlights the complexities of the digital storefront landscape. While Epic has made strides in challenging Steam’s dominance, the road to success is fraught with challenges. As the battle for market share continues, PC gamers can expect to see more competition and innovation in the digital storefront space in the years to come.