Data from Epic Games reveals that despite the substantial number of free games offered via its store, many PC gamers prefer to buy games on Steam. In 2025, Epic Games provided 100 free games that were claimed over 662 million times, yet this massive uptake hasn’t shifted players’ loyalty towards Steam. Valve’s platform remains the most popular choice, emphasizing its dominance in the PC gaming marketplace.

This enduring preference among gamers could be attributed to several factors, including Steam's extensive library, trusted ecosystem, and long-standing community features that enhance the gaming experience. Even when Epic Games offers games for free, users have shown a tendency to favor Steam, which highlights a potential issue for Epic in terms of brand loyalty and the challenge of converting free users to paying customers.

The trend also suggests that the gaming landscape is complex, where promotional tactics like offering free games do not necessarily translate into a strong customer base or sales, as reflected in the ongoing competition between Epic Games and Steam. The data prompts a deeper investigation into consumer behavior within the gaming market, particularly regarding purchasing decisions and brand preferences.