Epic Reports Low Conversion Rate for Free Game Claimants on Its Store, Yet Highlights Cost-Effectiveness for New User Acquisition

In 2025, the Epic Games Store distributed an impressive 662 million free game copies, translating to a total value of $2,136 per player, as highlighted in the company’s year-end review.

The report notes that these 100 free titles achieved an average score of 78%, although the criteria for this score remain somewhat ambiguous.

In a conversation with an outlet, Epic Games Store VP and GM Steve Allison shared that “for every new player we attract through the free games initiative, we see a conversion rate of 16 to 18%” into paying customers.

“That’s a solid conversion rate given the volume of new users, and in many instances, it exceeds that, reaching the mid-20s and even the 30s,” he explained.

So, will Epic maintain this pace of giveaways? “I don’t see why not,” Allison stated. “Our budget typically hovers around $20 million, but it can fluctuate based on opportunities. We generally consider that our marketing budget.”

He emphasized the significant impact on new users each year, estimating that between 7 and 12 million join through this program annually. “When it comes to cost per new user, it’s hard to beat. It greatly enhances retention and keeps players engaged, especially during times when we have other initiatives. I expect us to keep this going. We might adjust the frequency of the program in the future, but from my viewpoint, I don’t foresee any major changes.”

During a previous part of the discussion, Allison remarked, “the free games program has been fantastic for us. It’s beneficial for our players, plays a crucial role in our initial growth, and remains an effective strategy for user acquisition.”

On the balance between attracting players and developers, he noted, “It’s a 50/50 situation. We’ve leaned more towards the developer side. We’ve given players compelling reasons to engage with us through the free games, and the results have been impressive. The growth has outpaced our expectations. However, success requires winning on both sides. If you have all the developers but no players, they won’t make sales, and you won’t retain developers. Conversely, if you attract all the players without the games, you won’t achieve your objectives either.”

“My goal on PC isn’t to dethrone Steam,” Allison stated, emphasizing that the aim is simply to secure “enough market share on PC that being here becomes essential.”