Artoemius: Why did they have to use only facebook and twitter for the contests? Why not duplicate everything on the main page? I missed all of them although I love contests even more than free games. Well, maybe not exactly more, but still.. :)
They are trying to gain a following on their various forms of social media because those statistics matter to game publishers when they are considering releasing games on different platforms such as GOG. The more likes/followers they have on Facebook, Twitter, Tumblr, YouTube following what they're doing, the more visible this is to game publishers and ultimately helps them bring more video games to GOG.com.
As such, they are providing freebie games as a promotion to everyone, and promoting it via social media to get people to follow them there. It's a pretty fair deal to have an opportunity for free games to everyone, and to do so as a method of publicity to gain followers and try to gain the confidence of game publishers as a result.
Promoting it on their own website would not have the effect they are looking for in growing their publicly visible social media following.
Don't take my word for it though:
http://gogcom.tumblr.com/post/82697119632/help-us-grow