A software company can run its own store, and make its own launcher. Just look at so many of the big titles over the last two decades: Minecraft, League, Tarkov, War Thunder, Roblox, and more recently Hytale.
This is also survivorship and selection bias though. Not only would you not have heard of the ones that failed, but these are the games confident enough to not launch on Steam in the first place. Several of them are so old that Steam was in its infancy and not the de facto storefront when they came out.
My point is that it is an option, and still a competitive one, when so many still use this option. If it wasn’t, these games wouldn’t have succeeded and/or would have died off. Its an option middlemen have to out-compete, and I’d argue many don’t.
This is also survivorship and selection bias though. Not only would you not have heard of the ones that failed, but these are the games confident enough to not launch on Steam in the first place. Several of them are so old that Steam was in its infancy and not the de facto storefront when they came out.
My point is that it is an option, and still a competitive one, when so many still use this option. If it wasn’t, these games wouldn’t have succeeded and/or would have died off. Its an option middlemen have to out-compete, and I’d argue many don’t.