Epic Games Store launched globally in 2018 as a Steam competitor — Tim Sweeney (CEO) famously secured Epic exclusives by paying upfront, and the weekly free-game giveaway became its hallmark. In Chinese gaming circles, 'epic
白嫖' (epic báipiáo, 'mooching free games on Epic') is a common joking phrase. Notably, Tencent owns ~40% of Epic Games.