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Steam keeps on winning
(www.pcgamer.com)
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I agree with the sentiment that Steam will eventually have a shitification, but I remain optimistic because the PC platform is more open than mobile platforms.
GOG and Humble are existing, smaller stores. Microsoft had three stores they use to sell and install games. Half of the FAANG companies would love to get in on this space if an opportunity showed itself. If we get past high interest rates, I can see VCs getting in on this space.
It won't be pretty and we can support smaller options now. But I don't think it'll be horrible.