In an unexpected twist to digital distribution strategies, making a game free on the Epic Games Store appears to have a counterintuitive effect: it drives more sales on Steam. This phenomenon was observed with Blood West, an indie first-person shooter that saw a 200% increase in sales on Steam when it was given away for free on Epic during the holiday season.
The observation, shared by New Blood Interactive co-founder Dave Oshry, sheds light on the complex dynamics between gaming platforms. While Epic's annual giveaway program offers players access to a range of games at no cost, the data suggests that these promotions may not only benefit Epic but also serve as a powerful marketing tool for Steam.
Epic's holiday giveaway program, which runs daily leading up to the new year, typically includes 20 games. During its participation in this program, Blood West was made available for free on December 20, 2025. By the end of the promotion, Epic had effectively saved players from spending $550 if they had purchased all 20 games at their full price. However, the real impact was felt on Steam, where sales surged significantly.
Oshry noted that New Blood Interactive did not receive any royalties from Epic for the free giveaway, as the entire sum went directly to Blood West's developer, Hyperstrange. This decision allowed Hyperstrange to invest in developing new DLC while also benefiting from increased Steam sales.
The data challenges the notion that players are solely driven by cost savings when choosing platforms. Instead, it suggests that offering a game for free on Epic can act as a catalyst, drawing attention and driving sales on other platforms like Steam. This dynamic highlights the intricate interplay between player behavior and platform economics, where one platform's promotional strategy can inadvertently benefit another.
This phenomenon is not isolated to Blood West. Similar observations have been made in the past, reinforcing the idea that players are more than just price-sensitive consumers; they are also community-driven. The distinction between Epic as a 'shop' and Steam as a 'community,' as noted by Adrian Chmielarz of The Astronauts, underscores this duality.
The findings from Blood West's performance offer valuable insights for game developers and publishers navigating the complex landscape of digital distribution. It serves as a reminder that promotional strategies on one platform can have ripple effects across the industry, challenging traditional assumptions about player behavior and platform loyalty.
