CD Projekt Red’s GOG: A New Strategy Under Michał Kiciński

In December 2025, Michał Kiciński, co-founder of CD Projekt Red, made waves by reacquiring GOG, the digital PC game storefront he had left over a decade ago. Now, his mission is clear: carve out a niche for GOG amidst the towering presence of Valve’s Steam, which has long been the kingpin of PC gaming.

Speaking with Games Industry, Kiciński shared his thoughts on navigating the competitive landscape. He recognizes the uphill battle posed by competitors like the Epic Games Store but remains hopeful: “Somebody might say that having a competitor like Steam with 80% of the market share is a huge obstacle, but to me, it’s the opposite. I see: ‘Oh, there is one big competitor, it’ll be difficult for them to defend the market because they already have 80%, so it should be easier to take the market from them,’” he explained.

His perspective suggests that Steam’s dominance, while daunting, narrows GOG’s competition to a single front. In a way, he posits, Valve’s colossal share makes it harder for them to maintain their territory. Sure, there are other digital storefronts, but none come close to the influence of Steam.

Kiciński’s belief that “there is no need to try to be like the others” is refreshing, emphasizing GOG’s unique strengths. If GOG has room to borrow from Steam, it might just be in the area of usability. “Steam is winning with its ease of use,” he pointed out. “In that regard, I think much can be done in GOG without losing its core values and the way it operates in general.”

This is a common challenge for any store trying to stake its claim in the market. Even Epic Games acknowledged shortcomings in their offerings while grappling with the Steam behemoth. Valve has constructed a robust foundation for purchasing, gifting, and discovering games, continuously adding features that enhance user experience. While Steam isn’t flawless, it certainly sets a high bar.

When it comes to GOG, Kiciński aims to stand out in the realm of classic and modern classic games. “Whenever a company is trying to win a market, it needs to just be better at a certain segment. In the case of GOG, that is classics and modern classics. Our aim and our vision is to just simply provide a superior service,” he remarked. This could indicate a shift in GOG’s catalog as it seeks to redefine what “modern classics” entails.

Moreover, Kiciński wasn’t shy about addressing the overwhelming influx of low-quality games that have cluttered Steam’s catalog over the years. “We don’t release hundreds of games daily, 95% of which are really not super high quality,” he said, labeling GOG as a “very curated platform.” It’s a welcome contrast in a market often flooded with mediocrity.

Looking ahead, Kiciński has reassured stakeholders that GOG intends to uphold its curated nature. They’ll shy away from chasing after “AAA smash hits” or competing on price. Instead, the focus will remain on DRM-free purchases, classic titles, and supporting indie developers. As he summarized, “modern classics” alongside smaller studios will always lie at the heart of GOG.

In a nod to GOG’s values, Kiciński remarked on their stand against Valve’s decisions, especially regarding content moderation. “We’ve always believed that players should be able to choose the experiences that speak to them.”

The road ahead is fraught with challenges, but with a clear vision, GOG could very well carve out its place in the ever-evolving landscape of PC gaming.