Not sure why Steam is still taking 30% of gross. MasterCard and Visa charge 2-5% per transaction, and CDN bandwidth is around $0.002/GB.
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All publishers have user acquisition costs, and 10% would be fair for Steam UA if you were actually acquiring users, which sadly isn't so.
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The internet was supposed to obsolete the rent-seeking software distribution middlemen, but here's Facebook, Google, Apple, Valve, etc.
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indeed, having a direct relationship between publisher/developer and customer is much more important and ultimately more valuable
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This is why we see everyone creating their own platforms, to escape that 30% cost...
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