Epic Games has appointed Martin Keely, formerly of Activision Blizzard's Battle.net launcher, as the new VP and General Manager for the Epic Games Store and Epic Online Services. This move signals Epic's commitment to refining the user experience on its PC storefront, a persistent challenge since its launch.
Keely brings seven years of experience from his tenure at Activision Blizzard, where he oversaw the Battle.net launcher. He described his time there as managing "growth and record results," and in a LinkedIn post, expressed his enthusiasm for his new role. "I'm excited to get started with the team delivering new capabilities that elevate player, creator and developer experiences," Keely stated, adding, "I’m truly grateful for the opportunity to play a role in shaping an open and sustainable gaming ecosystem."
The Epic Games Store has long been in a competitive race with Valve's Steam, often differentiating itself through free game giveaways and developer revenue-sharing models. However, user interface and overall experience have frequently been points of criticism. Keely's background with Battle.net, a platform often praised for its organization and ease of use, suggests a strategic focus on improving these aspects for the Epic Games Store.
While Battle.net manages a more curated selection of games compared to the vast library of the Epic Games Store, Keely's expertise in managing a successful launcher is seen as a valuable asset. Epic Games founder and CEO Tim Sweeney welcomed Keely, noting that this appointment aligns with the company's future plans, including the development of Unreal Engine 6 and cross-platform integration initiatives.
This management change is a clear indication of Epic's strategy to bolster its position in the digital storefront market. The success of this initiative in improving the Epic Games Store remains to be seen, but the appointment of experienced leadership suggests a step towards addressing user and developer concerns.