Epic Games has taken a clear step toward closing the gap with Steam by bringing in proven platform leadership. The company has reportedly hired Martin Keely, the former head of Blizzard’s Battle.net and development services, to help lead the Epic Games Store and push it closer to true competitiveness against the long-time PC market leader. Keely’s years overseeing Battle.net operations and platform strategy at Blizzard make this one of the more meaningful storefront moves Epic has made in recent times.
For years the Epic Games Store has stood out through aggressive free-game giveaways and high-profile exclusives. Players and developers often praise the deals and the simpler storefront experience. At the same time, many still turn to Steam for the deeper features they rely on every day—community tools, library management, achievements, mod support, and overall polish. Hiring someone with Keely’s background suggests Epic is ready to move past the “free games and exclusives” reputation and invest in the kind of platform depth that keeps players logged in for the long haul.
Who Martin Keely Is and Why His Background Matters
Martin Keely’s career at Blizzard put him at the center of one of the most established gaming platforms in the industry. His LinkedIn profile lists senior leadership roles that include SVP of Battle.net & Development Services, SVP of Battle.net, and earlier positions focused on ecommerce, planning, and strategy within Blizzard’s platform and technology group. That experience spans the day-to-day operations of a major launcher, the systems that support millions of players, and the tools developers need to ship and maintain their games.
Battle.net has long served as both a storefront and a social hub for Blizzard’s titles. Running it successfully requires balancing player-facing features with the behind-the-scenes infrastructure that keeps everything stable. Someone who has managed that combination is a natural fit for a company looking to improve its own store, launcher, and platform operations. Epic already has strong technical talent and a massive user base through Fortnite and Unreal Engine. Adding leadership that understands how to turn a store into a reliable, feature-rich home for players and creators fills an obvious gap.
Why Epic Needed This Kind of Hire
The Epic Games Store has always positioned itself as a serious alternative to Steam. Competitive pricing, frequent free titles, and exclusive releases helped it gain attention quickly. Yet the most consistent criticism from players and industry observers has never been about price or the size of the free-game library. It has been about feature depth and everyday usability.
Steam continues to set the standard for community features, wishlist tools, library organization, achievements, workshop and mod support, and a polished overall experience. Comparison pieces regularly note that Epic’s store feels simpler and leaner by design. That simplicity can be an advantage for some users, but it also leaves room for improvement in areas that keep people coming back. By bringing in a Battle.net veteran, Epic appears focused on addressing exactly those shortcomings rather than relying solely on marketing and temporary exclusives.
What the Epic Games Store Could Improve Under New Leadership
If Keely’s role centers on the store and platform side, several practical priorities stand out. Better store navigation would help players find what they want faster and make discovering new titles less frustrating. Richer social and community features could give Epic a stronger reason for players to stay inside its ecosystem instead of jumping back to Steam for friends lists, groups, or discussions. Stronger library management tools would make large collections easier to organize and launch. More robust support for developers and creators would encourage studios to treat the Epic Games Store as a primary home rather than a secondary channel.
These are the same areas where Steam still holds a clear edge according to most side-by-side comparisons. Closing even part of that gap would change the conversation around the Epic Games Store. Instead of being known mainly as the place for free games and timed exclusives, it could start being discussed as a more complete platform. That shift matters for long-term player retention and for attracting developers who want their games to live in an environment with solid tools and community features.
Why This Hire Matters for the Bigger PC Storefront Battle
The competition between Steam and the Epic Games Store has never been purely about who has the lowest prices or the flashiest giveaways. It is about which platform feels like the better long-term home for a player’s library and social connections. Steam still leads on depth and polish. Epic remains the more straightforward store with strong deals and free content. Leadership with deep Battle.net experience could help Epic narrow that feature gap in meaningful ways.
A more mature Epic Games Store benefits players through better tools and a smoother experience. It also benefits developers who want reliable platforms that support their games beyond the initial launch window. For Epic itself, moving beyond a reputation built mainly on free titles and exclusives is essential if it wants to keep growing its share of the PC market. Hiring someone who has already run a major gaming platform signals that the company is serious about that next stage.
This kind of leadership move does not guarantee overnight changes. Building polished community features, library tools, and developer support takes time and careful execution. Still, the direction is clear. Epic is investing in the operational and product expertise needed to make the Epic Games Store feel less like an alternative and more like a complete destination.
In the current PC storefront landscape, every meaningful improvement counts. Bringing a Battle.net veteran into the fold is one of the clearest signs yet that Epic intends to compete on more than just price and free games. Players who have been waiting for deeper features and a more refined experience now have a concrete reason to watch how the store evolves in the coming years.
