Decent deal from Epic Games. You buy a game and then get the coupon.
"You buy a game and then get the coupon" makes sense BUT "not buy a game and get a coupon to use on it straight away." doesn't really make sense for me. Are you somehow able to get the coupon without buying the game?
So basically purchase 2 games to be able to use it
"How do I receive my $10 Epic Coupon for the Creator Appreciation Event?
Easy. Support a Creator by entering a Creator’s Tag or using a Creator’s link at checkout on an eligible game purchase priced at $14.99 or more in the store",
So… what are these "Creator’s Tag" and which games are eligible?
https://www.epicgames.com/affiliate/en-US/overview Look in the Mixer, Twitch, Youtube, Twitter, Facebook or whatever page of some gamer streamer or video creator that you watch. If you don't find any, or don't watch any, try going to one of these and look for someone who streams games especially Fortnite. Or frankly just do a search on the internet for "support a creator". It's probably not appropriate for us to provide any here due to spam concerns. We could do the ref code thing where users here provide their code and the site randomly chooses one, but I'm not sure if anyone here is actually an affiliate or anyone willing to share if they are.
So they're trying to transition away from the free games then. They've built a userbase and now need to get money out of it.
I wouldn't say this is new. They did something similar but with a discount instead if coupon back in June. And besides it's always been clear that they wanted to sell games. That's why they're paying for all those exclusives after all, it's to sell them on their store and then hopefully sell other games they didn't have to pay for. They're not paying for exclusives in the hope they will one day be able to give them away for free.
Really it was a case of trying to leverage their massive user base from Fortnite into a store, and then using the free games and other stuff to help attract attention to their store.