On July 27, 2026, Epic Games handed the reins of its struggling digital storefront to Martin Keely, a seven-year Battle.net veteran, in a quiet acknowledgment that revenue growth alone cannot close a gap that has persisted since the store's founding. Despite a billion-dollar business and hundreds of millions of registered accounts, Epic commands only 3 percent of PC game distribution while Steam holds 74 — a disparity rooted not in price or catalog, but in the invisible gravity of accumulated libraries, friendships, and habits. Keely arrives not as a rescuer but as a strategist, carrying exper