“New GOG Owner Aims to Compete with Steam by Focusing on Quality Over Quantity”

Michał Kiciński, co-founder of CD Projekt Red, took the reins of GOG, the company’s digital PC game store, in December 2025, over a decade after his departure from CDPR. Now, he faces the challenge of carving out a niche in a market largely dominated by Valve’s Steam. Kiciński believes that focusing on curation and classic titles is the way forward for GOG.

In a conversation with an outlet, Kiciński candidly discusses the hurdles faced by competitors like the Epic Games Store in their quest to coexist and profit alongside Steam. He approaches the situation with a positive outlook: “Some might view Steam’s 80% market share as a major hurdle, but I see it differently. With one dominant player, it should be easier to capture market share from them.”

His perspective suggests that, given Valve’s stronghold, GOG only needs to contend with one major rival. A single front is less complicated than multiple ones, after all. While other PC gaming platforms exist, none can match Steam’s extensive reach.

Kiciński rightly points out that GOG should not aim to mimic others but instead leverage its unique identity and strengths. If there’s an area where GOG could learn from Steam, it’s in user experience. “Steam excels in ease of use,” he notes. “I believe there’s a lot GOG can improve on without sacrificing its core values and operational style.”

This challenge is common among competing stores. Years into its rivalry with Steam, Epic acknowledged its shortcomings in features. Valve has established a solid baseline for purchasing, gifting, social interactions, and game discovery, continually adding engaging features. While Steam isn’t flawless, it offers a strong experience. GOG could potentially excel in retro game discoverability.

Kiciński argues that to succeed in a competitive market, a company must excel in a specific area. For GOG, that focus is on classic and modern classic games. “Our goal is to provide a superior service,” he states.

It’s likely that the already flexible definition of “modern classics” will evolve, with GOG curating titles that resonate with its audience. Naturally, this includes games from CDPR.

Kiciński also takes a light jab at the overwhelming number of low-quality games that have flooded Steam’s new releases for years. “We don’t release hundreds of games daily, 95% of which aren’t of high quality,” he remarks, emphasizing GOG’s commitment to being a “very curated platform.” This approach offers a refreshing alternative.

Looking ahead, Kiciński confirms that GOG will maintain its curated nature, steering clear of competing with Steam on “AAA blockbusters and pricing.” The focus will remain on DRM-free purchases, classic games, “modern classics,” and supporting smaller studios. He concludes with a nod to GOG’s philosophy: “We’ve always believed that players should be able to choose the experiences that resonate with them.”