This is where we get pretty close to the real strategy. Once they figured out that steam was the golden goose, their entire business model seems to have collapsed to getting people "on steam."Stavros Dimou said:with the money they've been making with steam they could even stop making games at all...
but not. they are not doing it. instead they keep making games. what they do now that they make that much money though is to take their time. they don't have a third party publisher whipping them to meet deadlines. their creativity is allowed to flourish,and they make use of it.
Hook them with the biggest sales in the industry, and then give them things-- TF2, one of the premier multiplayer shooters of the era, has gotten continuous updates for YEARS. All those players log on and see steam deals every day. DOTA 2: take a big trend, flesh it out and get into this MOBA business. Keeps people on steam. Things getting dry? get press for releasing alien swarm, a fun little mutliplayer gem of a game, made for practically nothing on the in house engine and give it away for free. As long as you have steam.
Incidentally, this is EA's exact plan with Origen. Get them committed to their titles, so that the users remain on platform, and consuming your targeted advertising. I argue its less effective because getting titles from origen is through coercion. If you want sim city 5, must be through origen, or no dice. Steam is not always a requirement, on the other hand. It can be, but theres GOG and other options as well for many of the titles (and if theres not, thats not steams fault, thats the publisher).
Valve really gets the best of all worlds. Platform exclusivity through uniform DRM, no external publisher demands, no requirement for yearly mega-hits to maintain profitability, and it supports all that in part on distribution proceeds created by everyone else who works in the field. THEN, they get all the accolades for their ardent support of the indie community and the sales.