Marathon developers will play on the nostalgia for the 90s and 00s.

Epic Games Store is shifting from aggressive competition to a sustainable growth strategy. According to management, the goal is no longer direct confrontation but securing a stable market share.

The financial results for 2025 demonstrate this approach: total user spending reached $1.16 billion, and sales of third-party games increased by 57%, amounting to $400 million. The platform also set a record for monthly audience, reaching 78 million active users. According to Epic, these figures debunk the perception of the store as merely a platform for free giveaways — a significant portion of users attracted by promotions later start making purchases.

At the same time, the company acknowledges the technical lag of its launcher. To address this issue, a complete overhaul is underway; an updated, faster, and optimized version is planned for release in the summer. Basic social features, such as forums, will also be added.

Fortnite remains a key tool for attracting the audience. Purchases of third-party games are encouraged through exclusive rewards in this game, and partnerships have been established with major publishers.

Epic has effectively abandoned the practice of mass exclusive deals. Now exclusivity mostly applies to projects the company finances itself.

The ultimate goal is to establish a position at 25–30% of the PC games market. According to Epic's calculations, this share is sufficient for profitability, and further growth is considered desirable but not mandatory.