Epic Games Reveals Only 16-18% of Free Game Users Make Purchases
Epic Games Says Only 16–18% of Free Game Users Actually Buy
Epic Games Store has shared new insights into its free game strategy, revealing that only 16% to 18% of users who claim free titles eventually go on to purchase games.
Despite what may seem like a modest conversion rate, the company insists the program remains one of its most effective tools for growth.
Hundreds of Millions of Free Claims in 2025
According to Epic’s 2025 report, the platform recorded a massive 662 million free game claims throughout the year.
On average, each user received games valued at around $2,136 (approximately ฿75,800), with a total of 100 titles given away. These games also maintained a solid average rating of 78%, highlighting the overall quality of the offerings.
Conversion Rate Still Considered Strong
Speaking on the data, Steve Allison, Vice President and General Manager of Epic Games Store, explained that a 16–18% conversion rate is actually quite strong given the scale of new users entering the platform.
In some cases, the conversion rate can even rise to 20% or 30%, depending on the audience and specific promotions.
A Cost-Effective Way to Gain Users
Epic allocates around $20 million annually for its free game program. According to Allison, this budget helps bring in 7 to 12 million new users each year, making it one of the most cost-efficient user acquisition strategies in the industry.
Compared to traditional marketing campaigns, the cost per new user is significantly lower, which is why Epic continues to invest heavily in the initiative.
More Than Just Sales: Retention Matters
The benefits of free games go beyond immediate purchases. Epic emphasized that the program plays a major role in user retention, keeping players engaged within its ecosystem.
Even if users don’t buy right away, they are more likely to return regularly to check for new giveaways, updates, and events.
No Plans to Stop Free Games Anytime Soon
Despite questions about long-term sustainability, Epic confirmed there are no plans to end the program. While the frequency or format may evolve in the future, free games will remain a core part of the platform’s identity.
Competing Without Directly Challenging Steam
Interestingly, Epic clarified that its goal is not necessarily to defeat Steam outright. Instead, the focus is on building enough market presence that both players and developers see Epic Games Store as an essential platform.
Free games, it seems, are still the company’s strongest gateway toward that goal.
 Origin: Gamesradar
