Exploring the top 150 Steam titles (excluding Counter-Strike 2) by average monthly active users and average sales price (ASP) between January 2024 and June 2025, it is clear that players display a preference for lower-priced titles. In fact, over 55% of the top titles had an ASP of $20 or under.

 A growing number of AAA publishers are bringing their games to Steam, with hopes of expanding their user base. PC players are more reluctant than console players to pay premium pricing for games content, with just 3% of the top 150 titles having an ASP of over $50. However, there does seem to be decent appetite for mid-priced titles, with 18% of the top 150 having an ASP of between $30-50.

Average spend per person drops as gamer population rises in 2025

Across 22 global markets, average spend per gamer on games content and services was down by 12% from Q2 2024 to Q2 2025 according to Ampere’s games consumer data (N=46,640). In particular, spend on new full games dropped by over $5.50 across all gamers surveyed.

However, the gamer population rose slightly over this period, as did the share of players who had spent on gaming generally in the last six months (9% year-over-year), and on new full games specifically (3% year-over-year).

With increased competition for consumer attention across media platforms, as well as poor economic conditions, players have tightened their pockets in 2025. But there are more players willing to spend, albeit in smaller amounts. Gamers are still seeking valuable experiences, but not necessarily premium experiences, this has driven users towards more affordable mid-low priced AA and indie titles – like PEAK and Schedule I.

Popular indie titles on Steam often gain their user base after going viral online

Many indie titles that become extremely popular on Steam do so after going viral on online video sites. Going viral can put a title in front of millions of players when marketing budgets are limited, but it is tough to orchestrate. Schedule I and R.E.P.O. are two recent titles that permeated the top charts on Steam and gained millions of views across online video sites. Virality is largely luck based, but developers can incorporate certain gameplay elements to improve their chances:

• Content creator appeal: Steam is extremely saturated; many developers struggle with discoverability. Content creators can bring a title into the limelight; they often seek unique mechanics with a low barrier to entry.
• Accessibility: The title must run on low powered PCs to ensure it can be played by as many people as possible. It also needs a simple premise and a short onboarding process to hook players early on.
• Low sales price: Akin to accessibility, a low price point ensures as many players as possible can afford the title. This is particularly important for multiplayer titles as it must be accessible to entire friend groups.
• Co-op/multiplayer: Titles with multiplayer modes tend to have stronger uptake and better longevity than single player experiences, particularly when a strong community is built around it.
• Interesting gameplay loop: Viral titles merge established gameplay elements with emerging mechanics, and/or themes that AAA publishers tend to shy away from. For example, Schedule I’s core gameplay loop is crime; it is a subject that many major publishers steer clear of, despite Grand Theft Auto proving that there is an opportunity for gritty gameplay experiences. While R.E.P.O. combines several established mechanics – like co-op, procedural generation, physics, and horror – with Extraction: a relatively new genre in gaming.
• Responsive developer: Responding to community feedback and rising trends is key to maintaining virality. Indie developers are fast to adapt as teams are small, there is less red tape, and titles are often in early access.