this post was submitted on 24 Dec 2023
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Real answer is branding. Steam has cultivated an absolutely stellar image of being the "good guys" of gaming, and it's super hard to counter that. Epic came on the back of publisher-specific launchers getting a bad reputation for both legitimate and illegitimate reasons, so you end up with a weird, paradoxical defense of Steam's quasi-monopoly.
I guess tehcnically GOG is exempt, in that they also have a good reputation and they're objectively more radically pro-consumer than Valve by a huge margin, so the lines get blurred there.
How are they cultivating this exactly? I mean other than just doing consumer-friendly moves like free updates, supporting open source, etc. This makes it seem like Valve is out there pushing out pro-Steam propaganda or something, but does Valve even market Steam at all? They don't do interviews or put out commercials or buy billboards. They put up a few silly YouTube videos to advertise a sale or new product and then it's radio silence for the rest of the year.
Well, that's cultivating an image.
I have this conversation weirdly often around here. Steam launched under a TON of pushback. They effectively did what people criticise Epic for doing and locked down Half-Life 2 under Steam, and in turn under always-online DRM. People were very angry, nobody wanted that crap and it was pretty controversial. As I recall, Valve didn't react much. They just kept going, adding more first and third party content until they were the de facto storefront. They targeted their publishing and purchasing strategies to keep content first and consistently avoided controversy via the silent treatment, outside of having Gabe talk in public here and there and keeping his persona out there, along with a couple of select employees, although once they phased out game development for pure publishing even that went away.
They are very careful to not demistify themselves and to keep that semi-accidental conflation of being the de facto monopoly with being pro-consumer. It's kind of insane how resilient to speaking publicly or being perceived as speaking publicly they are, especially with how much they had to let go of that in regards to the scandals related to CS gambling grey markets, game greenlighting processes and a few other key snafus. But it works. The brand is sticky and they know if they don't say anything the community will do the job for them, so they just... shut up, avoid constructed corpo PR when they can and favor having their content makers handle communication whenever they can, including product launches.
By the numbers Valve is a fairly standard tech upstart: comes from Microsoft vets, uses traditional disruption tactics, throws everything against the wall to see what sticks, fixes broken things later. Their branding is up there with Coca-Cola, though. Hell, Disney wishes they looked as squeaky clean as the "we had kids gambling on gun skins" guys. It's kinda nuts.
I mean, good for them. I don't know why they aren't more of a mainstay in PR and marketing degrees. It's kind of amazing.
As someone who bought Half Life 2 when it was released ..
I only remember people being excited about Steam, Web stores weren't a thing back then and they were the future! (It was the following years of audio and ebook stores locking stuff down and evapourating that taught us to hate it).
Game/Audio CD DRM hacking the kernel and breaking/massively slowing down your PC was pretty common back then and Steam' s DRM didn't do that.
The HL2 disc installer didn't require you to install Steam, once installed it asked you to setup Steam and there was a sticker under the DVD with the Steam code for you to enter.
You were then rewarded with a copy of HL2 Deathmatch and Counterstrike Source.
Steam wasn't always on DRM, back then ADSL/DSL was relatively new and alot of people were still stuck on Dial Up modems.
Steam let you sign in and authorize your games for 30 days at which point you would need to log into Steam again. This was incredibly helpful feature for young me.
I was there, I was an adult. I was mad and I was online enough to know I was not alone. In fairness, some of the being mad part was from people being locked out by login and server issues, which is a slightly different kind of mad.
But I personally did not play HL2 for a while because I was boycotting Steam. I remember so distinctly holding the box in my hand and going "hell no" at seeing the "Steam mandatory" sticker on it and putting it back.
You're technically right that I wasn't always online, though. It required you to go online to authorize it, as you say, but that was more than enough. I already had a standing veto on anybody attempting it.
I pirated HL2 when it came out entirely in protest of Steam. I don't know how long it took me to relent, because I don't have my Steam account on hand at the moment, but I think it was a couple of years at least. Honestly, to this day I still default to GOG, so I'm still a bit testy about it.