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The long running rivalry between PC storefronts is flaring up again, after claims that free games on the Epic Games Store are actually boosting sales on Steam instead of hurting them. The discussion has pulled in publishers, developers, and Epic CEO Tim Sweeney himself, reigniting a wider debate about what real competition in PC gaming should look like.

Steam Sales Jump After Epic Free Giveaways

The conversation kicked off after New Blood Interactive CEO David Oshry revealed that Blood West sold around 200 percent more copies on Steam on the same day it was offered for free on Epic. According to Oshry, the Epic Games Store giveaway acted as effective advertising, driving awareness and purchases on Valve’s platform rather than cannibalising them.

The claim quickly spread across social media, with many pointing to it as proof that Epic’s free games programme may be helping Steam more than Epic.

Tim Sweeney Says Everyone Wins

Epic CEO Tim Sweeney was quick to respond, pushing back on the idea that this outcome is a failure for Epic. According to Sweeney, Epic and Steam compete for every customer and every sale, but the presence of multiple storefronts ultimately benefits both gamers and developers.

Sweeney also confirmed that this kind of sales uplift is not a surprise. He said developers have taken advantage of Epic’s free game promotions for years, as being free for a week raises awareness across all platforms, including consoles, mobile, and rival PC stores.

Epic Games Store Versus Steam By The Numbers

Sweeney acknowledged that Epic still trails Steam in raw transaction volume. He noted that Epic processes only about seven percent as many third party payments as Steam, but argued that this figure is misleading. On Epic, developers are free to run their own payment systems and keep 100 percent of the revenue, something many major titles reportedly do.

He added that monthly active users paint a different picture, with the Epic Games Store sitting at roughly 55 to 60 percent of the size of Steam. Epic, he said, reinvests heavily into user engagement through its Free Games Programme, rather than prioritising profits.

Larian Pushes Back On The Free Games Model

Not everyone agrees with Epic’s approach. Michael Douse, publishing director at Larian Studios, questioned whether giving away games can actually support a healthy storefront in the long term.

Douse pointed to Alan Wake 2, developed by Remedy Entertainment, as an example of the risks involved. While Epic fully funded the game’s development, Douse argued that the title took over a year and more than two million sales to become profitable, potentially limited by its absence from Steam at launch.

He added that while competition is essential, giving everything away for free may boost user numbers without building a sustainable marketplace for premium games.

Fortnite, Exclusivity, And Future Expansion

Sweeney also addressed calls from players asking for Fortnite to appear on Steam. His response was consistent with Epic’s long standing position, stating the company would bring its games to any store that offers developers a fair deal.

The comment reinforces Epic’s broader message that its fight is less about exclusivity and more about reshaping how digital storefronts treat developers.

A Debate That Is Far From Over

The clash highlights a growing divide in how success is measured in PC gaming storefronts. For Epic, free games are an investment in awareness, competition, and developer choice. For critics, they risk inflating user counts without converting players into long term buyers.

What is clear is that Epic’s strategy is having real ripple effects across the PC market. Whether that ultimately weakens or strengthens Steam’s dominance remains an open question, but the rivalry shows no signs of cooling off.