Giving away free games has the effect that more users will be using your platform, should Steam be worried? We tend to think so. EPIC applied a marketing plan called “The Vault”, to increase global awareness and drive new user acquisition.

“The Vault” campaign, which ran from May 14th through June 18th, featured a major, top-secret free game giveaway each week that players could acquire and keep forever.

“Since launching the Epic Games Store, we’ve always wanted to create a huge event around our very successful Free Games weekly program to give something awesome to players worldwide, and we decided to go big. We invested in acquiring the rights to give four of the biggest games in the world away free. We needed an agency partner who could execute big for us globally. Battery’s deep experience in gaming plus Havas Group’s media capabilities fit the bill. The results have exceeded our expectations,” said Steve Allison, GM Epic Games Store. “In 2020, we’ve been growing at a historic rate. Epic Games Store partners have a huge audience of players to sell their games to and receive 88% of the revenue, instead of only 70% as on other platforms.”

As a result of “The Vault” campaign, the Epic Games Store set many new user milestones, including average Peak Concurrent Users (PCCU) on PC of 13 million and Monthly Active Users (MAU) on PC of over 61 million.