10-20% is the common launch discount range. It shows the green discount tag and triggers extra visibility.
Per unit, after Steam
At your discounted USD price
| Customer pays | - |
| Steam revenue share (30%) | - |
| Your gross per unit | - |
Before VAT handling, refunds and your own income tax. Steam's share drops to 25% past $10M and 20% past $50M lifetime revenue.
Pricing strategy
Decides the "Your price" column below. The other columns stay visible for comparison.
Regions at or above this share of US prices pay the full exchange-rate price. Cheaper regions are scaled down.
100% follows purchasing power fully. Lower values meet it partway.
Minimum share of your US price in any region. Keeps key resellers from buying cheap and reselling elsewhere.
Regional prices
Rounded to each currency's usual price endings. Steam's own minimums and endings can differ, so always check the final numbers on your package's pricing page in Steamworks before publishing. Steam also sells in USD in some regions (LATAM, MENA, CIS and South Asia); those use your base price unless you set one in Steamworks.
Which strategy?
Valve recommended
The safe default. Steam suggests these prices for every currency and most players are used to them. Good if you don't want to think about it.
Exchange rate
Every region pays the same in USD terms. Simple, but a $20 game takes a much bigger bite of a paycheck in Brazil or Indonesia than in the US, which tends to mean fewer sales and more piracy.
Purchasing power
Prices follow what money buys locally, so the game feels equally affordable everywhere. Usually more sales in lower-income regions. Pair it with a floor so very cheap keys don't get resold into expensive regions.
Sources: World Bank PPP conversion factors divided by 2024 exchange rates, and The Economist's Big Mac index. Taiwan, Hong Kong and Chile have no World Bank figure, so the Big Mac index is used for them.