The Epic Games Store is taking another approach to combating Steam, as Epic today announced a new opt-in First Run Program that will trade the company's share of revenues for the first six months of release in exchange for exclusivity.
First Run appears specifically targeted to compete with Valve's marketplace, as the program's eligibility requirements allow for games releasing on consoles or mobile platforms, games to be sold by the developer through their own storefronts, and games to be sold through other third-party stores like Green Man Gaming or Humble Bundle, provided they use Epic Games Store's keyless distribution system.
After the end of the six months (or earlier if a developer chooses to leave the program), Epic will begin taking its standard cut of 12% of revenues.