GOG Galaxy, the PC games distribution platform from CD Projekt, is now available to download via the Epic Games Store (EGS). In contrast with the console space, PC gamers have access to a wide range of stores and clients, with GOG and EGS representing two of the largest. The sheer amount of games launchers is a key point of frustration for the PC audience, so consolidation could prove very appealing.

This approach by Epic aligns neatly with its position concerning Apple’s App Store. The company has long-argued that the mobile version of the Epic Games Store should be accessible via the App Store, but has met with fierce resistance from Apple. In offering multiple media launchers within the Epic Games Store, Epic is making a statement: it can – and should - be done. While Epic is seeking to consolidate the PC games space, it is, by contrast, hoping to fragment the mobile app store landscape.

Boosted exposure plus a united front against the market leader 

Epic has previously made efforts to consolidate PC-based media launchers and apps, welcoming Brave, Spotify, Discord, Itch and Humble into its fold in recent months. Given the reach of EGS, such deals are mutually beneficial: Smaller brands are exposed to the Epic audience, while users of other services are exposed to Epic’s storefront and content, increasing engagement. At the end of 2021, EGS boasted more than 194m users, while GOG Galaxy will only attract a fraction of this number given its limited catalogue and lack of AAA content. In fact, Ampere Games consumer data indicates that, in Q2 of this year, only around 14% of EGS users were also actively using GOG, meaning millions of users will be newly-exposed to the storefront.

Amassing audiences under the EGS banner in this way also builds a stronger presence against Steam – the market leader. Rather than focusing on developing a comparable, games-only offering, Epic is drawing on third-party music services, browsers and social platforms to differentiate, and to seize users from other media avenues. This strategy reflects a broader industry trend of bringing multiple entertainment verticals into a single ecosystem – as seen with the likes of Apple and Amazon – in order to retain consumer attention. It also mirrors Epic’s evolving metaverse strategy, with Fortnite as the launch pad for a cross-media entertainment platform.

GOG Galaxy is unique, offering a DRM-free, unified games library

Core to the identity of CD Projekt’s GOG client is a DRM (digital rights management)-free gaming experience – something which is very appealing to PC gamers. Most games companies use DRM to limit the copying and selling of copyrighted software, meaning the consumer is actually purchasing a license to use that content, rather than the content itself. For example, if a player purchases a game on Steam which uses DRM, and then loses access to their Steam account, they also lose access to the title in question. AAA publishers typically support DRM – largely due to piracy concerns – and so the GOG Galaxy library traditionally lacks big-name titles. However, GOG still hosts more than 5,000 pieces of content –  including movies and music – and unlike other storefronts, if a game is de-listed, the player retains access to it.

GOG Galaxy also positions itself as a universal games launcher, allowing users to link accounts from other storefronts such as Steam, Xbox, and PlayStation Network, and browse their libraries in one place. Both this and its DRM-free content are unique selling points for the platform which, through its integration into the Epic Games Store, broaden Epic’s appeal.