Razer has been one of the dominant brands in the world of gaming when it comes to buying equipment to play, but their biggest efforts has been to own a larger slice of digital spending but this hasn’t gone according to plan. Within less than a year, the company has announced that it would close their digital game store at the end of this month “as a part of their realignment plans.”
The Razer Game Store was launched worldwide in the month of April 2018 and its aim was to take a slice of a game sales business which was dominated by Steam. Razer’s offering was tied with their gamer credit (virtual currency) strategy to monetize their customers into buying hardware and digital content with the promise of being given with some discounts.
Steam has made $4.7 billion in 2017 and Epic Games, which has been backed up by the runaway success of Fortnite, has gained a $3 billion profit last year across their entire business.
Amazon-owned Twitch has dominated the live-streaming space and it has had its own store before it was closed, whereas Epic launched a very competitive offering by the end of 2018. It has been a long-term project, but the fact that a company of such a size and influence of Epic would need time clearly shows the struggles any new entrant will face.
The Razer Game Store will be seen closing its doors at 1 am PST on February 28. The purchased games will be in working and the pre-ordered titles will be shipped as planned. Discount vouchers will have to be used before the closing date.
Razer said that they would “continue to bring in new games to gamers with their other services. We will be investing in other ways which would deliver great content and introduce game promotions with the help of Razer Gold, that is our virtual credits system.”