Xbox PC Store Eyes Growth Amid Lessons from Epic Games Store Freebies
At the start of 2026, industry observers are taking note of Epic Games Store’s surprising statistics. From 2019 to 2024, Epic grew its user base by 173%, from 108 million to over 295 million users. However, revenue from third-party game sales increased only 1.6%, showing that most users visit the store only to claim free games without spending money.
Epic’s strategy of offering free games has successfully built a massive user base, but it has also encouraged consumer behavior that views the platform as a “free game repository,” unlike Valve’s Steam, which maintains a robust ecosystem with reviews, social features, and application stability. In January 2026, Epic introduced new features like gifting and chat functions, but many users may remain hesitant to purchase games there.
Meanwhile, attention is on the Xbox PC Store to see if it will follow Epic’s approach. Microsoft focuses on access to a large library through PC Game Pass, and recent data shows a 45% year-on-year growth. Users of PC Game Pass also tend to spend more on in-app purchases than those who only seek free content.
Xbox differentiates itself by integrating Cloud, Console, and PC platforms and aiming to unify game libraries with Steam in the future. This ecosystem approach gives users long-term value and flexibility, rather than simply offering weekly freebies.
By contrast, Steam continues to dominate, earning $1.6 billion in December 2025 alone, surpassing Epic Games Store’s total revenue for 2024 of $1.09 billion. These numbers highlight that PC players value the overall experience more than just free content.
Ultimately, Epic and Xbox are not aiming to completely dethrone Steam but are building distinct market spaces. Epic may focus on AI-driven and NFT games, while Xbox emphasizes membership access across all devices. Maintaining paying users could benefit consumers by offering a variety of platforms without sacrificing value.
