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Steam was besieged by game developers: G Pang had a bad winter

via:博客园     time:2018/12/7 17:39:01     readed:290

GameLook reports / although it is nearing the Christmas holiday season in Europe and the United States, as the owner of the world's largest digital PC game distribution platform, G fat may not really be happy. Because, after years of rapid growth, Steam has recently encountered


Recommendation mechanisms are blamed: traffic for multiple independent games has plummeted

V explained this after several independent developers complained about a significant decline in game traffic in October on social media and Teamworks platforms.

A few days ago, Jake Birkett, a developer of Green Alien Games, expressed his concern about the sudden decline in the number of users of his games on the Team platform on his blog, and then several developers had the same problem with Twitter feedback. Birkett said that in early October, Steam's exposure algorithm went awry, causing the main page to recommend only big games, not related independent games. As a result, his game traffic declined significantly. He also disclosed that since then, the traffic of other product pages and main pages has been very low.


V explained the problem on its blog recently. According to the company, the company changed its exposure algorithm on October 5, hoping that sales and wish lists would take more weight when people search for games. But did not take into account that this change affected the Steam page

Although the problem was resolved on October 9, the subsequent commissioning of society v led to the problem remaining, the company said, after October 19, the number of game traffic returned to normal

Obviously, the blog of V has not really solved the problem of developers. For the independent games of small crowds, it is still difficult to expect Steam platform to take the initiative to help guide.

In addition to the drop in independent game traffic, VS has been criticized by small and medium-sized developers for adjusting its revenue-sharing approach.


For example, when your game sales exceed $10 million on Team, the portion over $10 million will be divided into 75%/25%. If the game sales exceed $50 million, the portion over $50 million will be divided into 80%/20%. This means that the better the game sells, the higher the score developers get, and most stand-alone games are unlikely to earn tens of millions of dollars.

After the VS announcement, independent developers in Europe and the United States publicly said on social media that the move would not help most independent games, but rather to attract more big players to release games to the Steam platform. Indeed, as a gaming platform, Steam's revenue comes mainly from the share of sales. For high-income games, although the proportion is reduced, as long as the income is high enough, it means that V society actually gets more income, only. It didn't seem to have much to do with independent developers, so it was criticized.

Digital Distribution Platform Drawing Challenges: Multiple Competitors Appear

In fact, the problem of digital distribution platform is not the first day. In order to avoid sharing 30% of V's revenue, many big factories have chosen to issue their own products. For example, EA has its own Origin platform, while Blizzard's games are all sold through its own Battle Net platform. Not long ago, Epic Games'chicken-eating game masterpiece Fortress was released. Bastion Night also chose to bypass Steam. According to SuperData's previous forecast, Bastion Night's internal purchase revenue has already exceeded $1 billion. If placed on Steam platform, it means that G Pang lost $300 million in revenue.

With the intensification of competition in the game industry and the increasing cost of R&D and marketing for developers and distributors, in this case, the high-throughput of digital game distribution platform has also been dissatisfied by more and more developers, and Steam's challengers have begun to emerge. In early August, Discord announced the launch of a game store and has opened tests to 50,000 Canadian users. Unlike Steam, Discord chooses games by employee recommendation and selection of high-quality games, rather than by allowing developers to open accounts to submit games. It will be officially released, and the number of games will not be particularly large, and this way of selecting games will slow down the growth of the entire Discord platform, in addition, Discord's share of these games has not been announced, so it has not attracted the attention of most people in the industry.


Epic Store Developers Divided into Contrasts

Nevertheless, V has recently faced new challenges, and is the Epic Games with masterpieces and hundreds of millions of users. The company recently announced that it will launch a 12% distribution platform within this year. As the hottest category in the past two years, Epic's chicken-eating game "Fortress Night" has achieved great success in PC, host and hand-surfing platforms. Bloomberg recently revealed that the total number of users of the game has exceeded 200 million, which has played a decisive role in the industry. This is a huge attraction for all developers. . So it's no exaggeration to say that this is Steam's biggest threat ever, and this winter is not a good one for G Pang.

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