Epic Games Store Free Titles Drive 40% Increase in Steam Player Counts During Promotions: “It’s a Positive Impact”

Whenever a game is offered for free on the Epic Games Store, the number of concurrent players on its Steam version sees an average increase of 40%, as reported by Epic.

This notable statistic appears in Epic’s 2025 year-in-review report, which evaluates the performance and future of its evolving storefront. While it might suggest that some players prefer to purchase games on Steam rather than claim them for free on Epic, there’s more to consider.

“In 2025, players claimed 662 million titles through the program,” the report states. “Over 77% of games achieved an all-time peak concurrent user record on the Store during the week they were offered for free. This created a measurable halo effect across the broader PC gaming landscape, including a 40% increase in Steam concurrent users while the title was available for free on the Epic Games Store.”

Steve Allison, VP and GM of Epic Games Store, provided additional insights in a conversation with an outlet prior to the report’s release. When asked about the implications of this data and whether it reflects positively on Epic, Allison affirmed, “it’s a good thing.” He clarified that the 40% figure pertains to the average lift in Steam’s concurrent users.

“When you consider that, the coverage surrounding these free games is substantial,” he explains. “There’s a significant amount of discussion happening around those titles. This could lead to purchases, or it might just be players checking their libraries, perhaps rediscovering games they already own but haven’t played yet.

“I don’t aim to monopolize all the positive outcomes,” he concludes. “If we offer a free game and it achieves record concurrent users both here and on Steam, more players add it to their libraries, and some make purchases. I see it as a positive halo effect for everyone involved. It’s definitely a good thing.”