- Steam sales are now much less effective than 5 years ago for generating traffic.
- The sales were just 7 times effective in 2025, while they drew 38x more traffic in 2019.
- This is because a huge number of games now participate in sales, increasing competition.
Steam is unarguably the biggest gaming platform on PC. As most gamers’ default choice, the platform has seen its popularity soar even higher in the last couple of years. However, a new report suggests that Steam Sales aren’t as effective as they used to be.
Discounts have always been a big part of Steam’s success. Events like Steam Summer Sale and smaller ones like Daily Deals and more are central to its success, but since 2019, Steam Sales have driven 4 times less traffic compared to 2019.
Why it matters: The enormous number of games participating in the Steam Sales events makes the competition more intense than ever, making it difficult for most gamers to gain a bigger audience.
According to NewZoo’s report, Steam discount events aren’t as effective as they used to be 5 years ago. The individual game sales generate way more sales and traffic as there is no competition in this case, but that is on the decline, too.
So, while sales were the major factor in increasing traffic a few years ago, external factors have now become more effective. These include influencer deals, streaming platforms, and other paid acquisitions that make the games more prominent.
Despite this new development, Steam has continued its upward trend. This year, it hit the historic milestone of over 40 million concurrent players thanks to some huge releases like Monster Hunter Wilds, Marvel Rivals, and more.
What are your thoughts on Steam sales becoming less effective over the years? Let us know your opinions in the comments or join the discussion at the official Tech4Gamers forum.
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News Reporter
Abdullah is an avid gamer who primarily plays single-player titles. If you can’t find him anywhere, he’ll probably be at his desk playing The Witcher 3 for the millionth time. When he isn’t playing games, he’s either reading or writing about them.
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