Can Martin Keely's experience leading Blizzard's Battle.net help the Epic Games Store challenge Steam's dominance?
Can a Battle.net Veteran Save the Epic Games Store?
Epic Games has appointed Martin Keely as the new VP and General Manager of the Epic Games Store and Epic Online Services. Keely, a veteran who previously spent seven years overseeing Blizzard's Battle.net launcher, replaces Steve Allison. This leadership change comes at a critical juncture for Epic Games. Despite significant investments and a record $400 million in third-party player spending in 2025, the Epic Games Store holds only about 3% of the global PC digital distribution market, compared to Steam's massive 74% share. The primary obstacle facing the storefront is the 'switching cost' for gamers, who are reluctant to leave Steam due to established libraries, friend lists, and achievements. While Epic has focused heavily on attracting developers with a lower 12% commission rate, Keely's background with Battle.net suggests a possible pivot toward improving the player experience through better community tools and launcher stability. His success will depend on whether he can make the Epic Games Store 'sticky' enough to retain users without relying solely on game giveaways.
Options
- Yes, by prioritizing community features and player retention.
- Yes, by implementing low-friction launcher improvements.
- No, the switching costs of Steam libraries are too high.
- No, the focus should remain on developer-friendly commissions.