Epic Games Store named former Blizzard Battle.net senior vice president Martin Keely as its new vice president and general manager on July 27, 2026, according to reporting by GamesRadar and Tech Times. Keely steps into the role as Steve Allison departs for Saber Interactive after steering the Epic Games Store through nearly eight years of heavy spending and single-digit market share challenges following its December 2018 launch.
Martin Keely Takes Over Epic Games Store Following Steve Allison’s Departure
Keely spent seven years running Blizzard’s Battle.net launcher, overseeing community tools and matchmaking infrastructure that kept players engaged without relying on weekly giveaway budgets. According to PC Gamer, Keely posted on LinkedIn that he was excited to start delivering new capabilities for players, creators, and developers. His predecessor, Steve Allison, led the storefront through its formative years of exclusivity deals and legal battles before leaving in July 2026 to join Saber Interactive, the studio behind World War Z and Warhammer 40,000: Space Marine.
Revenue Growth Versus Persistent Single-Digit Market Share
Epic Games Store closed 2025 with $1.16 billion in store revenue, up from $1.09 billion in 2024 and $950 million in 2023, according to figures cited by PC Gamer. Third-party player spending reached a record $400 million in 2025, marking a 57 percent increase from the previous year. Despite hitting an average of 67 million monthly active users and logging 295 million registered PC accounts in 2025, Epic’s share of global PC digital distribution remains stuck at roughly 3 percent, according to industry estimates.
Did you know? Epic’s internal court disclosures during its litigation with Apple revealed that the storefront accumulated more than $700 million in losses between its 2018 launch and 2023, with Apple’s court filings projecting that profitability wouldn’t arrive until 2027, according to Game Developer.
Comparing PC Storefronts: Epic vs. Steam
Valve’s Steam continues to dominate the market with roughly 74 percent to 75 percent of global PC digital distribution by revenue, posting a record $11.1 billion in first-half 2026 revenue, according to Tech Insider coverage. While Epic charges a flat 12 percent commission, Steam uses a tiered structure starting at 30 percent and scaling down to 20 percent for top earners. GOG charges a roughly 30 percent standard commission while holding under 2 percent of the market with DRM-free downloads, and the Microsoft Store matches Epic’s 12 percent cut while holding under 2 percent of PC distribution.
What Keely Must Fix to Break Steam’s Dominance
Switching costs remain the primary barrier preventing players from migrating to Epic Games Store. PC gamers accumulate libraries, friends lists, achievements, and cloud saves on Steam and rarely have a reason to leave. Epic launched in 2018 without basic features like a shopping cart and took years to add user reviews. Keely’s background running Battle.net gives him experience building out social and retention tools that Epic has historically lagged behind on, even as its 12 percent commission and Unreal Engine royalty waivers continue attracting developers.
Frequently Asked Questions
Who is Epic Games Store’s new boss?
Martin Keely, who spent seven years as senior vice president overseeing Blizzard’s Battle.net launcher, took over as VP and General Manager of Epic Games Store and Epic Online Services on July 27, 2026.
What happened to former Epic Games Store head Steve Allison?
Steve Allison left Epic in July 2026 after leading the storefront since its December 2018 launch, joining Saber Interactive.
What percentage of the PC gaming market does Epic Games Store have in 2026?
Epic Games Store holds approximately 3 percent of the global PC digital distribution market by revenue, compared to Steam’s roughly 74 percent share.
How much money has Epic Games Store lost since launch?
Court disclosures from Epic’s litigation showed over $700 million in cumulative losses.
What commission does Epic Games Store charge compared to Steam?
Epic Games Store charges a flat 12 percent commission, whereas Steam’s standard rate is 30 percent, tiered down to 20 percent for titles earning over $50 million.
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