Saturday, 16 November 2024
HALF-LIFE 2 turns twenty years old
Tuesday, 12 September 2023
Steam turns 20 years old
PC video game distribution platform Steam turns twenty years old today. Normally that wouldn't be a major milestone outside of technical interest, but Steam's achievements and position in the industry remain unique, despite some criticisms.
PC games company Valve Corporation launched Steam on 12 September 2003. The first - and for a while only - thing you could do on Steam was use it to patch up your existing Steam games, particularly Counter-Strike. The service did not even have a store front on release. Valve had identified the enthusiasm for online multiplayer early, but also identified that many gamers experienced frustration when new patches were released, as these tended to be released ad hoc and it sometimes took days for them to be disseminated over the entire playerbase. Valve proposed developing a universal updating service with several other companies, including Microsoft, but were shot down. They began development of their own service in 2002. This idea wasn't totally new, as Blizzard had released their Battle.Net service at the end of 1996, but Steam was working on a different scale.
Valve quickly realised the same system could be used to sell and download games in their entirety. Valve ran videos and interviews demonstrating how this would work with the video game Impossible Creatures by Relic Entertainment, with the entire game being downloaded over broadband in just a few hours. Ironically, Impossible Creatures would not be actually released on Steam until 2015.
Valve also sold the benefits of the service for combating piracy, which was widely believed at the time to be killing the PC gaming market. This led to consternation from gamers, already wary of DRM (Digital Rights Management) software trying to restrict when and where they could play games. To assuage concerns, Valve also demonstrated that the system could be used as a mass distribution system for free mods by releasing the popular Half-Life mod Day of Defeat on the service.
After a successful launch, Valve shut down all of their other online matchmaking and updating websites and systems, effectively forcing gamers to migrate to Steam over the course of 2004, to some controversy.
On 16 November 2004, Valve released Half-Life 2. One of the most eagerly-awaited games of all time up to that point, preceded by months of hype, Half-Life 2 was sold at retail and as a Steam download, but all copies of the game had to be activated and authenticated on Steam, even if the game was to be played solely offline in single-player mode. This led to vast criticism and anger from both critics and the gaming community, as broadband internet was still in its relative infancy. However, Valve stuck to their guns and the game's overwhelmingly positive reviews saw a million copies sold worldwide within a relatively short timeframe. Shortly after release Valve demonstrated the versatility and convenience of Steam by releasing an extra bonus level, Half-Life 2: The Lost Coast via the service.
In 2005 Valve signed its first distribution agreement with third-party vendors. The first third-party game was Rag Doll King Fu, followed quickly by the more acclaimed Darwinia. Over the next few years numerous other publishers and developers jumped on board, attracted by the company's generous royalty cut (far superior to boxed retail). Critics continued to complain loudly about the service being a form of intrusive DRM, but fans began to see the convenience of having all their games, multiplayer services and achievements in one place.
It is possible that Steam would have remained a relatively minor success, especially as Valve proved reluctant to release more high-profile original games, but the PC gaming market underwent serious contraction after the release of the Xbox 360 console in 2005 and the PlayStation 3 the following year. Both consoles had comparable power to gaming PCs of the time and pushed the development of HD graphics at a much more affordable price. The result was something of a stampede of gamers to the new consoles, including PC gamers who previously would have not considered switching to console but were lured over by the likes of the Halo series on Xbox. Previously PC-centric developers like Bethesda were also focusing heavily on the console versions of their next-generation games, like The Elder Scrolls IV: Oblivion (2006) and Fallout 3 (2008). For several years the future of PC gaming appeared to be in doubt.
The result was an explosion in the indie game sector starting in the late 2000s, alongside Valve using numerous inducements to try to get PC publishers and developers to rally around Steam as a centralised, global launch platform for their games. Valve also initiated aggressively-priced "Steam Sales," sometimes selling games just a year or two old for heavy discounts. This approach proved successful, if again controversial, and PC games began to see an uptick in sales again towards the end of the decade. A good sign of Steam's success was the appearance of competitor products: Ubisoft launched the Ubisoft Games Launcher (aka Ubisoft Connect, later UPlay) in November 2009 and Electronic Arts launched Origin in June 2011.
An earlier competitor was Polish company CD Projekt. The company had enjoyed success by launching its first original game, The Witcher on Steam (as well as physical release) in 2007. In 2008 they launched Good Old Games, a variation on Steam which focused on older, out-of-print games and employing patches and community knowledge in making them compatible with modern systems. CDPR won early victories by recruiting Interplay and Ubisoft to their cause. In 2010, rebranded as GoG, they carried out a successful relaunch spearheaded by the re-release of classic CRPG Baldur's Gate. Valve noted CDPR's success and began launching older games themselves, although generally without the care and attention GoG spent on compatibility.
By the early 2010s, Steam had established itself as the de facto global PC games storefront, to the point that many bricks-and-mortar video game stores dramatically reduced or even removed physical PC games from sale. Most games sold physically still needed to be activated on Steam anyway. Steam users became numerous and passionate, calling for boycotts of other launchers from companies who refused to release on Steam as well, citing the inconvenience of managing multiple launchers and software. The success of Steam also encouraged the further development of Microsoft, Nintendo and Sony's inhouse storefronts for their consoles (several attempts to create console versions of Steam came to nothing).
By 2020, most rivals had admitted defeat, with both Electronic Arts and Ubisoft agreeing to release their games via Steam once again. In 2022 EA discontinued Origin in favour of the EA App, which allows former Origin players to continue accessing their games.
In late 2018, Epic Games, flush with cash from their game Fortnite, launched a service designed to directly take the fight to Steam. The Epic Game Store used aggressive pricing, a more generous royalty scheme and the promise of completely free AAA games to aggressively expand. However, the service was hugely criticised during its launch phase for lacking basic functions like a shopping basket and user reviews, whilst Epic's attempt to lock in some games to exclusivity periods with them in return for buckets of cash was criticised as anti-consumer. It took several years to implement basic features and remains controversial, despite the number of Epic exclusives tailing off as developers discovered that the bad will engendered from not launching on Steam often outstripped the short-term financial benefits of accepting Epic's pricing terms.
Steam enjoyed a further shot in the arm thanks to the COVID pandemic, with the number of people using the service seeing a sharp increase as they were stuck at home with, in some cases, not much to do other than play video games.
In 2023, Steam is the overwhelmingly dominant games delivery service for the PC format. The service continues to set new records for concurrent players - the latest high of over 33 million was reached earlier this year - and now every major publisher and almost all publishers full stop use Steam as their main launch system. Rivals continue to hang in there - GoG has continued goodwill from its attempts to track down and release older games and Epic Games is continuing to try to make inroads through exclusives and free games - but many have thrown in the towel and admitted defeat.
Criticisms of Steam and its monopoly-like position in the marketplace continue, with criticism of the service sometimes pushing shovelware games released without much attention to quality (or sometimes copyright). The service has sometimes been used for cheating, toxic behaviour and even fraudulent activities, which Valve has sometimes acted decisively to stamp out and, at other times, less decisively. However, Steam has also been praised for almost single-handedly saving PC gaming as a viable format during the 2005-10 period when its future might otherwise have been in doubt, and for prioritising convenience and ease of use for customers.
Probably the biggest and most viable criticism of Steam has been its impact on Valve, its creators. Valve used to create vibrant, exciting and original video games. Steam has given them an astonishing annual income (comfortably in the billions of dollars) which frees them from having to rush games or, indeed, do much work on original games at all. Although Valve continued to publish popular titles in the first few years after Steam launched - Portal (2007), Team Fortress 2 (2007), Left 4 Dead (2008), Portal 2 (2011), Counter-Strike: Global Offensive (2012) and Dota 2 (2013) - it is also unquestionable that their financial security has meant they are not under any pressure to actually make new games. The Half-Life franchise was left on a massive cliffhanger with the release of Half-Life 2: Episode Two in 2007 and the company has so far failed to follow up on it, although VR prequel Half-Life: Alyx (2021) hints at how the series might continue.
My main abiding memory of the first time I used Steam was strewing network cables across my house, to my landlady's consternation, as I tried to get Half-Life 2 to work on its release day. I now have 484 games on the service with some 5,769 hours spent on them (which isn't as bad as I'd feared, spread over nineteen years). My most-played games on the service are Age of Empires II: Definitive Edition, Fallout 4, Cyberpunk 2077, The Elder Scrolls V: Skyrim, BattleTech, XCOM: Enemy Unknown/Enemy Within, Death Stranding, Mass Effect: Legendary Edition, Grand Theft Auto IV/Episodes from Liberty City and The Witcher III: Wild Hunt. Many of the criticisms and wariness about the service remain valid, but I think without Steam, it's questionable if PC gaming would have survived, let alone thrived as it has.
Thursday, 21 March 2019
Epic vs. Valve: The Battle for PC Gaming
Half-Life 2 launched with the required use of Steam. You could buy Half-Life 2 in stores, but to install it you had to also install Steam and sign up to the online service. In 2004, when not every gamer was online and certainly most gamers did not expect to have to sign up to an online service to play a single-player-only game (Half-Life 2's multiplayer mode wasn't patched in until months later), this idea was hugely controversial. Gaming communities rebelled, some gamers tried to report Valve for breaches of the law (no such claim was ever upheld) and so on. But Half-Life 2 was anticipated in a manner almost no other game in history was, and the sheer juggernaut force of the game's hype and its overwhelmingly positive critical reception saw gamers swallow their pride and buy the game in their millions. In many cases, they used the service to buy and download the game at midnight on release day, and were playing hours before their friends could get to the shops to pick up their copies.
After Half-Life 2 showed that online PC sales were viable, other publishers signed up to the service and more and more games appeared there. Valve had been either lucky or prescient, as 2004 arguably marked the last highwater for PC gaming in the 2000s. The 2005 release of the X-Box 360, followed a few months later by the release of the PlayStation 3, saw a huge crash in PC gaming sales. Within just a couple of years, the number of big titles being developed for PC dropped significantly. 2007-08 was arguably the nadir of PC gaming history, with few big titles coming out, almost no PC exclusives doing well (The Witcher, from CDProjket, being an honourable exception) and the platform being almost dead on its feet.
Remarkably, though, Steam had continued to grow in popularity and success. Valve jumped on the rise of indie gaming, adding lots of popular, low-budget titles to the platform. Valve also pushed their big sales hard. They won back support from big publishers through various tactics designed to promote sales. Rockstar Games had released the PC version of Grand Theft Auto IV after a long delay, but noted that although initial sales had not been as high as the console versions, the "long tail" of the game was significant, with sales picking up years later every time the game was put in a sale, making it far more profitable in the long run on the PC platform. By the start of the 2010s the platform had recovered most of its losses, bolstered by the arrival of Kickstarter as a platform for funding niche, mid-tier games. By the end of 2018, Steam had 150 million accounts (30 million more than Netflix) and dominated the PC gaming market with a share of between 18 and 20% (but 75% of the online market). According to some reports, Microsoft has offered over $20 billion to buy the service and the company behind it outright, but Valve's owner, Gabe Newell (who worked for Microsoft in the 1990s, quitting to co-found Valve), had rejected such overtures out of hand.
Understandably, other services have tried to compete with Steam. CDProjekt launched GoG (Good Old Games) as a rival service which focuses on getting older games updated to work on modern hardware. Their main selling point is not using an form of DRM (Digital Rights Management), which they feel hinders the customer experience. Meanwhile, Electronic Arts, UbiSoft and Blizzard-Activision launched rival services to exclusively launch their games, respectively Origin, UPlay and BattleNet (although many UPlay games are also available on Steam). With relatively small game catalogues and niche target audiences, these services have existed alongside Steam, rather than trying to compete directly with it.
This has now changed thanks to a company whose pedigree in PC gaming is even older than Valve's: Epic Games.
Founded in 1991, Epic Games spent the 1990s releasing a large number of low- and mid-budged action games before releasing their first 3D shooter in 1999, Unreal. Unreal was followed by both sequels and the immensely successful multiplayer spinoff series, Unreal Tournament. In 2006 launched a new single-player focused series on console, Gears of War, which was immensely successful. They also made immense amounts of money by licensing their Unreal Engine to other companies and publishers. In 2017 they redeployed the Unreal Engine to make a new, fun and lighthearted co-op shooter called Fortnite: Save the World, and its multiplayer spin-off, Fortnite: Battle Royale. Better known just as Fortnite, the game has become the biggest global success story since Minecraft, with Epic Games making significant profits from the game's downloadable extras and content.
Late last year, Epic Games launched the Epic Store, which they proudly proclaimed was going to take the fight directly to Valve. At first gamers chuckled and moved on: many companies had vowed to do the same thing and all had failed. But then Epic Games started doing something that no other would-be Steam-killer had done before: actively seeking out PC gaming developers and offering them staggering sums of money for a 12-month exclusivity period on PC. In addition, Epic Games offered to take only a 12% cut of the sales of games, as opposed to Valve's huge 30%. Developers, watching profit margins drop steadily over the years due to an inability to keep development costs down and also an inability to raise prices accordingly due to market saturation, started signing up enthusiastically.
The first casualty was Metro: Exodus. The third game in a popular first-person shooter series, following on from Metro 2033 (2010) and Metro: Last Light (2013), Metro: Exodus's Ukrainian developers were offered a huge sum of money for a 12-month exclusivity period. They agreed. Fans of the series and more casual gamers railed angrily against the development, citing it was bad form for a company to wall off a game behind a new service, especially a new service that did not have the ease of use or many of the most basic features of Steam. They were also suspicious of Tencent, a Chinese company accused of spying on customers, which had acquired a 40% stake in Epic in 2012. Despite these complaints, Metro: Exodus sold exceptionally well on release, outselling Metro: Last Light more than two-and-a-half times on launch day.
Last week Epic flexed its muscles by locking in Phoenix Point to an exclusivity period. Phoenix Point is the eagerly-awaited new turn-based tactics game from X-COM creator Julian Gollop and his company Snapshot Games. Using an approach similar to Firaxis's recent XCOM games, the game goes for a more simulated-based approach and has been praised for its gameplay decisions. For a tiny company like Snapshot the deal was apparently "impossible to resist," as the money offered could keep the company going for "years." For fans, the anger was much more palpable this time around and also more readily supported: Phoenix Point had been crowdfunded with the explicit promise that the game would be available on Steam and GoG on release day, and that was now not going to happen. Possibly the most eagerly-awaited PC game of 2019 became reviled overnight, with an absolute flood of refund requests pouring in.
But this has not stopped Epic's onslaught. In the last few days they have announced a blizzard of new acquisitions and deals. Obsidian Entertainment's The Outer Worlds, another of the most eagerly-awaited games of 2019, has joined the exclusivity deal (or, more accurately, publisher Take Two signed up for them). Quantic Dream, known for their moody console games with jaw-dropping graphics, were offered a deal so lucrative that they have gone back and dusted down all of their previous games going back to 2010 for release through Epic (comprising Heavy Rain, Beyond Two Souls and Detroit: Become Human). Remedy Entertainment's promising Control has also signed up, along with RTS Industries of Titan and The Sinking City. The full list is extensive and surprising, encompassing many mid-range upcoming PC games, which are the bread and butter of the platform.
This is nothing less than a full-scale assault on Valve's control of the PC gaming business. Whether it can be sustained is unclear, but it represents the biggest challenge to Steam's supremacy in over a decade. Valve will have to respond and in some respects it already has, promising to fix long-standing problems like people gaming the review system and offensive zero-budget, zero-effort games being shovelled onto the platform. The real test, I think, will come when a real AAA big-hitter that should be on Steam goes Epic Store exclusive. Take Two putting some games exclusively on Epic has to be a major concern. It's an open industry secret that Take Two and Rockstar Games are prepping a PC version of Red Dead Redemption 2, 2018's biggest game on console, for release likely in 2020. If they decided to make that game an Epic exclusive, it would be a huge and fundamental blow to Steam's position in the marketplace.
This battle could determine how PC games are bought, sold and played in the 2020s, so is hugely significant. But it may also be futile, as waiting in the wings is Google's Stadia system, which may offer a completely different, more Netflix-esque approach altogether. How this pans out will be very interesting, and no doubt contentious.