Publishers of popular video games have pushed up prices on the Steam platform, with some titles moving as much as tripled in cost for registered users in Turkey and Argentina. A notable discussion on the Telegram channel Yeti drew attention to these changes and sparked questions about pricing strategies across regions.
The price adjustments occurred after the conclusion of the winter sale period. Among the major publishers, Ubisoft emerged as a leading example in applying the new regional pricing approach, which Tableau-like reports indicated was being rolled out in multiple markets. The shift in pricing highlighted how Valve, the owner of Steam, was recalibrating regional price points in response to local market conditions and currency fluctuations.
While players in various countries experienced shifts due to Valve’s updated policy, the greatest impact was felt in Turkey and Argentina. By late October 2022, Valve updated the recommended regional prices on Steam. In practical terms, popular titles saw noticeable increases. Assassin’s Creed Odyssey, for instance, moved to 699 lira, which reflected a higher local cost compared to the prior 269 lira. Other familiar Ubisoft titles such as Far Cry 5 and Watch Dogs 2 also saw price hikes that aligned with this regional strategy.
For users in Argentina, Odyssey and Far Cry 5 began listing at 6,000 pesos, while Watch Dogs 2 rose to 5,000 pesos. This contrasted with previous price points around 3,000 pesos for Odyssey and Far Cry 5, and about 2.5 thousand pesos for Watch Dogs 2. The exchange-rate context at the time placed these regional costs well above their earlier values, signaling a deliberate shift in how Steam priced popular games in south American markets.
In the subsequent months, a noticeable portion of the gaming community from Russia started to purchase games through accounts registered in Turkey or Argentina. The improved price attractiveness of those regions drove a growing trend of cross-regional purchasing as players sought more favorable local currencies and payment conditions. Analysts noted that such behavior underscored broader discussions about digital storefront pricing, regional taxation, and currency stability and how they influence consumer choices in the global gaming economy.
Beyond the observed price changes, Valve reportedly conducted surveys among Steam users to identify the most common operating systems and hardware configurations used by gamers. These insights appear to have informed ongoing optimization of the Steam storefront experience, ensuring compatibility and performance across a broad spectrum of devices and regions. This information, paired with the regional pricing updates, suggests a strategic emphasis on accessibility and market responsiveness while balancing the interests of publishers, platform owners, and players in diverse economic environments. [Citations attributed to industry observations and Valve’s regional pricing announcements]”