The catalogue of Steam continues to expand at an aggressive pace. Across the first three quarters of 2025, the platform recorded a 27.8 percent year-on-year increase in new game releases, totalling roughly 18,500 titles. In such a crowded marketplace, pricing has become more than a simple revenue decision. It now functions as an immediate signal of scope, quality, and ambition, shaping player expectations before screenshots or trailers even come into play.

This analysis focuses on the top 100 and top 1,000 grossing paid games in the US region between Q1 and Q3 2025, based on base game revenue without add-ons or in-game purchases. Free-to-play titles are also considered, given their growing influence on how players evaluate paid games. Deluxe editions priced above standard releases are excluded, placing the upper limit of this research at $69.99 (approximately RM330).

Free-to-Play Expands Its Share on Steam

Free-to-play games continue to gain ground on Steam at a notable rate. Between Q1 and Q3 2025, more than 5,000 free titles launched, representing a 29 percent increase year over year. By September 2025, free-to-play releases accounted for around 30 percent of all monthly launches, or roughly 650 new games per month. Even with a slight dip in October, the segment has doubled in size compared to 2023.

This shift places additional pressure on paid games. As zero-cost alternatives become more visible, developers must justify their upfront pricing more clearly. Genre familiarity and production value still matter, but strong differentiation has become essential.

Lower Price Range Remains Steam’s Backbone

Games priced up to $29.99 (around RM140) continue to dominate Steam’s paid ecosystem. In 2025, this segment accounted for 97 percent of all paid releases and grew by nearly 28 percent year over year. These titles still represent over 87 percent of the top 1,000 grossing games and 46 percent of the top 100.

Within this range, $19.99 (about RM94) remains the most common price point, followed closely by $14.99 (around RM70). Prices like $9.99 (RM47), $24.99 (RM117), and $29.99 (RM140) also appear frequently, especially where indie and AA ambitions intersect. These price points act as psychological anchors, helping players quickly assess value and scope.

Mid-Tier Pricing Signals Confidence and Scope

The mid-price range between $34.99 and $49.99 (roughly RM165 to RM235) continues to grow, increasing by 59 percent compared to 2023. Although smaller in overall volume, this segment has gained stronger representation among top-performing games in 2025.

Among the top 1,000 grossing titles, $39.99 (around RM188) and $49.99 (RM235) dominate. In the top 100, developers increasingly push toward the $49.99 tier, suggesting that studios aiming for higher visibility benefit from confident pricing, provided the content justifies the cost.

Premium Pricing Relies on Credibility

The $59.99 to $69.99 range (approximately RM282 to RM330) remains the most restrictive but also the fastest-growing among top-grossing titles. AAA-priced games increased their presence significantly in both the top 100 and top 1,000 charts during Q1 to Q3 2025. Despite this growth, pricing remains cautious, with $59.99 (RM282) serving as the dominant benchmark. The $69.99 (RM330) price point remains largely reserved for established studios or strong intellectual properties.

Pricing as a Strategic Signal

Steam pricing now acts as a strategic tool that shapes discovery, perceived value, and purchasing behaviour. Lower- and mid-tier developers enjoy greater flexibility, while premium releases operate within narrow expectations. In an increasingly competitive marketplace, pricing decisions carry more weight than ever.

You can check out the full research here.