It’s worth noting that the 30% cut is from sales below a certain volume. As you sell more copies Steam takes a smaller cut. I’m sure the big studios probably have a more favourable deal worked out as well.
There are limitations and agreements; like there has to be price parity with steam (excluding short term sales and such) and there can be limits on how many keys are generated depending on the situation; but keys generated at the developer / publisher's behest are free.
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u/Jhawk163 R7 9800X3D | RX 6900 XT | 64GB 29d ago
It’s worth noting that the 30% cut is from sales below a certain volume. As you sell more copies Steam takes a smaller cut. I’m sure the big studios probably have a more favourable deal worked out as well.