Not really surprising that especially such a game does sell much better on Steam. Right now the store is more for these small games for people who aren't big gamers and the game (also other games) had big problems which wasn't the case on Steam.
Not to forget that only Windows 10 users can but it from the Windows 10 store. Right now 40% of Steam users have Windows 10 which means 60% can't even buy it on the Windows Store.
Maybe these kind of games will reach 10% on Windows Store in a year if the market place will get better and with a bigger Windows 10 userbase. It will probably never reach something like a 50:50 situation against Steam. Maybe 25:75 if they won't already close the store in a few years because they expect to dominate or something.
But I doubt that XBO was supposed to sell 2x as much like also mentioned (with 2x as many Xboxes). That would mean it would have sold like the PS4 and the PS4 is already above most expectations celebrated as huge success and nobody expected XBO to sell exactly like PS4. XBO supposed to be at 40m already? Common...
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