Amazon’s attempts to compete with Steam in the PC gaming market have been met with challenges, according to Ethan Evans, the former VP of Prime Gaming. Despite Amazon’s significant resources and prior success in online retail, its efforts to establish a foothold in the gaming sector have not yielded the desired results.
Valve’s Steam platform, which launched nearly two decades ago, has become the dominant marketplace for PC games. Amazon initially sought to leverage its online presence and the popularity of Prime Gaming to challenge Steam’s supremacy. However, these efforts fell short.
Failed Strategies
Evans outlined several key initiatives that failed to resonate with gamers:
- Attempts to scale up Reflexive Entertainment, a smaller online PC game store, did not gain traction.
- Acquiring Twitch failed to convert its user base into Prime Gaming customers.
- The game-streaming service Luna struggled despite its capability to allow users to play without high-end hardware.
Evans noted that Amazon underestimated the appeal of Steam’s integrated features, which combine elements of a store, social network, and game library. He emphasized that gamers were unlikely to shift to a new platform without a compelling reason.
Lessons Learned
The analysis highlights the importance of understanding customer behavior and preferences. Evans pointed out that Amazon’s assumption that size and visibility would attract gamers proved incorrect. He stressed the need for businesses to validate their assumptions and engage with customers before making significant investments.
As of 2025, Valve remains the leading PC marketplace, facing competition from various other storefronts. Recent developments include the removal of a free-to-play game due to malware concerns and the banning of ad-restricted games. Valve is also reportedly working on new hardware, including a Steam Controller 2 and a VR controller.
For further details, visit the original article on GameSpot.