Why PC Game Distribution Needs a Broader Strategy:
For many indie developers, PC game distribution begins and ends with Steam. While Steam remains the dominant platform in the PC ecosystem, relying on a single storefront introduces real business risk, especially in an increasingly global and competitive market.
In this episode of the IndieGameBusiness® podcast, host Dan Long sat down with Vadim Andreev, CEO and Co-Founder of Rokky, to discuss how indie developers can expand beyond Steam without sacrificing control, revenue, or visibility.
The conversation explored global PC distribution, emerging markets, gray-market misconceptions, regional pricing, localization, and why launching everywhere at once can be a strategic advantage, not a risk.
The Origins of Rokky and the Evolution of PC Game Distribution:
Understanding modern PC game distribution requires understanding where it came from, and why centralized platforms emerged in the first place.
Vadim Andreev entered the games industry in 2009, at a time when piracy dominated PC gaming and paid digital distribution was still viewed skeptically. Early work in telecom digital storefronts exposed him to the challenges of selling games, music, and software in an ecosystem that hadn’t yet earned consumer trust.
Over the next decade, those challenges evolved into opportunities. Steam helped normalize paid PC games, but in doing so, it also became the single point of dependency for most developers. Rokky was created to solve that imbalance, not by replacing Steam, but by layering distribution on top of it.
Today, Rokky connects more than 200 publishers to over 200 regional storefronts worldwide, creating a bridge between developers and markets many never reach.
The Current State of PC Game Distribution for Indie Developers:
Steam dominates PC game distribution, but dominance is not the same as completeness.
According to Rokky’s internal data, nearly 88% of indie developers earn the majority of their revenue from Steam alone. While understandable, this concentration creates exposure to platform algorithm changes, visibility fluctuations, and regional blind spots.
Steam is not going away, nor should it be ignored. However, focusing exclusively on Steam means missing:
- Regional storefronts in Asia, LATAM, and MENA
- Marketplace audiences equivalent to ~30% of Steam’s user base
- Free marketing support from non-Steam stores
- Additional revenue layers that require minimal effort
The takeaway is clear: Steam should be your foundation, but not your ceiling.
Is Steam a Monopoly or Just the Default?:
Steam’s dominance is earned, but that doesn’t mean it should be the only option.
Vadim emphasized that Steam’s success is well deserved. It beat piracy, created trust in PC digital purchases, and built an unmatched infrastructure. However, from a business perspective, de facto monopoly creates dependency.
Developers who rely entirely on Steam surrender control over:
- Discovery algorithms
- Promotional timing
- Visibility prioritization
- Policy changes
Distribution diversification is not about rebellion, it’s about resilience.
The Risks of Launching Only on Steam:
Limiting your launch to Steam alone introduces risks many developers don’t recognize until it’s too late.
Key risks include:
- Lost regional revenue: Players in China, LATAM, and MENA often use local platforms rather than Steam.
- Algorithm dependency: Visibility is unpredictable and uncontrollable.
- Single-point failure: Policy or algorithm changes can instantly impact revenue.
- Missed marketing support: Many external stores provide free promotional placement at launch.
Launching elsewhere doesn’t dilute Steam performance, it complements it.
Common Misconceptions About Distribution Beyond Steam:
Fear, not facts, keeps many developers from expanding their distribution strategy.
Two misconceptions dominate:
- “If my game is good, it will sell itself.”
Quality is essential, but discovery requires proactive marketing and distribution. - “Everything outside Steam is unsafe.”
While gray markets exist, controlled distribution with region locking and pricing strategy eliminates most risk.
Importantly, selling Steam keys through authorized partners often drives traffic back to your Steam page, increasing visibility rather than harming it.
What Types of Games Benefit Most from Broader Distribution?:
All games can benefit, but scale increases the upside.
Vadim noted that while any indie game can gain value from distribution, larger games see larger returns. On average, developers can expect 10–20% additional revenue from distribution platforms layered on top of Steam.
This isn’t about replacing Steam sales, it’s about additive revenue.
Understanding Distribution Platforms vs Storefronts:
Rokky is not a storefront, it’s infrastructure.
Steam, GOG, and Epic are storefronts. Rokky operates differently by:
- Connecting publishers to hundreds of B2B storefronts
- Selling Steam keys through authorized regional partners
- Handling pricing, region locking, analytics, and marketing coordination
This approach unlocks markets without fragmenting builds or increasing technical burden.
The Power of Global Markets: China, LATAM, and MENA:
Western markets are saturated, growth lies elsewhere.
China alone represents one-third of the global PC gaming market, yet many Western developers fail to account for:
- Local storefronts
- Local influencers
- Unique marketing ecosystems
- Platform-specific discovery channels
Rokky maintains local teams, partners, and marketing expertise in China and other regions, helping developers avoid costly cultural missteps.
Localization – The Non-Negotiable Requirement:
Without localization, your game may as well not exist.
Vadim stressed that text localization is the minimum requirement for international success. At a bare minimum, developers should localize into:
- Simplified Chinese
- Spanish
- Portuguese
Arabic and Hindi were also highlighted as emerging priorities, particularly as India continues rapid growth.
Gray Markets Explained – Behavior, Not Platforms:
Gray markets are not inherently bad, they’re behavioral gaps.
Vadim reframed gray markets as a result of three exploitable gaps:
- Regional arbitrage – selling cheaper regional keys globally
- Discount exploitation – bulk buying during sales
- Bundle leakage – unclaimed keys flooding resale markets
These risks are preventable with:
- Region-locked keys
- Thoughtful discount structures
- Clear bundle key return policies
Practical Steps Developers Can Take Today:
Distribution success doesn’t require massive budgets.
Key actions include:
- Region-locking Steam keys
- Adjusting regional pricing strategically
- Avoiding deep, short-term discounts
- Asking bundle partners about unused keys
- Launching globally at the same time
Notably, Rokky offers pricing tools and advisory services for free, even before formal partnerships.
Why Simultaneous Global Launches Matter:
Launching everywhere at once unlocks free marketing.
When developers launch globally at the same time:
- Regional stores promote the game pre-release
- Email campaigns and homepage banners are activated
- Influencer campaigns align with launch timing
Delayed regional launches miss this opportunity entirely.
Subscription Models and Cloud Gaming – Reality Check:
Not every trend is ready for prime time.
Vadim was candid about limitations:
- Subscription models struggle on PC due to Steam DRM
- Cloud gaming remains capital-intensive and unprofitable
- GPU costs alone can exceed monthly subscription revenue
The recommended approach mirrors film distribution: sales first, subscriptions later.
What a Healthy PC Distribution Mix Looks Like:
Balance, not replacement, is the goal.
A healthy strategy includes:
- Steam as the primary platform
- Simultaneous distribution via authorized partners
- Regional pricing and localization
- Marketplace participation with safeguards
This layered approach reduces risk while increasing reach.
Looking Ahead – The Future of PC Distribution:
Distribution is evolving, and developers should evolve with it.
Vadim outlined several future trends:
- Silent key activation APIs replacing manual keys
- Growth of India as a major PC market
- Increased comfort with distribution partners
- Greater revenue diversity for indie developers
The message was clear: distribution should be proactive, not reactive.
Anecdotes and Reflections:
PC game distribution beyond Steam is no longer optional for developers seeking long-term sustainability. It’s a strategic multiplier, one that expands audience reach, strengthens revenue stability, and reduces platform dependency.
As Vadim Andreev emphasized throughout the conversation, Steam remains essential, but it shouldn’t be the only door your game walks through.
For indie developers willing to think globally, the opportunity is already there.
Want more insights like this?:
Join us for our IndieGameBusiness Sessions, taking place on February 18th from 9am – 5pm Eastern or hop into the IndieGameBusiness® Discord to connect with Vadim and other industry pros.
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