Everything except making a store people wanted to use? Ethan Evans, who was previously Vice President of Prime Gaming at Amazon, has a short retrospective of trying to take on Steam.
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Their Luna product seems to be different to Steam. It’s a streaming platform like Playstation Now or the Google Stadia one that got shut down.
The other games that they’ve got on there primarily seem to be DRM-free GOG codes, mixed with some for the Epic store. Maybe they meant they were taking on Steam by boosting their competitors?