Steam
Sell games directly to players while complying with Steam
November 10, 2025•9 min
How to sell games directly to players while staying compliant with Steam
The PC gaming market has never been more vibrant or more competitive. By the end of 2025, the global games industry will generate nearly $189 billion, with PC accounting for about $40 billion, a steady 2.5% annual growth. More than 936 million people worldwide now play on PC, and a large share of them use Steam. The platform remains the cornerstone of PC distribution, powering discovery, community, and trust.
Yet, beneath that success, a shift is underway. Developers and publishers are rethinking how they sell games, realizing that distribution is not a one-lane road. Selling directly to players through owned websites or launchers is becoming a strategic complement to Steam.
This approach isn’t about abandoning platforms. It’s about building sustainability. When studios add a direct-to-player channel, they keep more of each sale, gain direct access to player data, and deepen relationships that last well beyond a single release. A hybrid model, where Steam provides scale and selling directly provides ownership, is rapidly becoming the future of PC publishing.
The timing is ideal. Legal and regulatory changes, from Apple’s and Google’s new payment rules to ongoing antitrust debates surrounding Steam’s 30% commission, are reshaping digital commerce. Developers now have more freedom and more reason to build their own stores.
Direct game sales are no longer a novelty. It’s the next step in owning the relationship with your audience while remaining fully compliant with Steam’s policies.
Why direct-to-players matters
Steam continues to dominate PC distribution, responsible for roughly 60–65% of all global PC game sales. But as discoverability declines and marketing costs rise, relying solely on one storefront creates long-term risks. A complementary direct selling strategy for games solves persistent challenges in modern publishing:- Rising acquisition costs. Developers now spend more than ever on influencers, paid ads, and community campaigns, but most of that traffic lands on third-party stores. An independent publishing infrastructure captures the awareness directly, turning it into measurable conversions.
- Limited player data. Steam’s ecosystem keeps user information within its own walls. Running your own store lets you collect first-party data on what players buy, where they come from, and how often they return, allowing you to make smarter decisions.
- Shrinking organic visibility. Steam’s algorithms favor already-trending titles. A direct-to-player (D2P) site ensures that fans reached through social media, newsletters, or creators have a destination you control.
- Platform fees. Selling directly typically costs about 5% per transaction, compared with 30% on major platforms. Even moving 10% of annual sales to a D2P channel can yield millions in retained revenue for mid-sized studios.
Busting the myths about selling outside Steam
Many developers hesitate to sell directly because of misconceptions about Steam’s rules. In reality, Valve designed its policies to protect fairness, not to block external commerce. First, we'll review some general platform "do's and don'ts". Now, let's clarify the most common Steam myths and what they truly mean in practice. Myth 1: “If I sell my game outside Steam, it’ll be banned.” Selling outside Steam is allowed and common. Valve issues Steam keys precisely so developers can sell their games through external stores, bundles, or retail editions. The key principles are fairness and transparency. Keep your prices consistent, distribute keys responsibly, and activate them only after official release. When done correctly, direct sales coexist smoothly with Steam, with no penalties or visibility loss. Myth 2: “Offering lower prices or bonuses outside Steam will get me penalized.” Price parity matters, but flexibility exists. Steam forbids long-term undercutting, not short-term or value-added offers. You can run pre-launch discounts or web-exclusive bundles as long as comparable deals appear on Steam later. The safest strategy is to add value instead of cutting prices: include soundtracks, artbooks, or loyalty rewards that don’t affect gameplay balance. Myth 3: “Selling in-game items or currency outside Steam breaks the rules.” Valve’s rule is simple: transactions inside the Steam client must use Steam Wallet. Purchases made elsewhere, on web, mobile, or console, can use any payment system you choose. The truth is that you can offer items, downloadable content, or currency when selling directly to your community and have players redeem them in-game, as long as Steam users are not redirected outside the client to pay. Many major studios already do this successfully, maintaining full compliance while expanding revenue. Myth 4: “Pre-orders or early access outside Steam are forbidden.” Pre-orders through your own site or a trusted partner are entirely acceptable. The only limitation is timing: you may not deliver or activate Steam keys before the official release. Collect payments, build community interest, and distribute keys on launch day. Myth 5: “Cross-platform accounts violate Steam’s terms.” Valve allows shared accounts, cross-progression, and synced inventories across devices. You simply need to ensure that pricing and access are fair across platforms and process Steam purchases through the Steam Wallet when applicable. Cross-platform play and progression are now standard industry practice and fully permitted. Myth 6: “Valve will punish me for advertising my direct-to-player store.” Steam’s restrictions apply inside its own ecosystem. You cannot add purchase links to your Steam build or store page. Outside of Steam, on your website, socials, or newsletters, you can freely promote your own store, campaigns, and bundles. In fact, smart external marketing often helps Steam's visibility by driving buzz and wishlist growth. Myth 7: “Selling directly will cannibalize my Steam sales.” Data shows the opposite. Games that combine Steam and direct-to-player activity see higher total revenue and stronger community engagement. According to 2024 research, hybrid campaigns can lift first-week sales by up to 177%, compared with about 38% for Steam-only launches. Your direct sales presence doesn’t divide your reach; it broadens it. Steam remains the marketplace for discovery; your store becomes the home for loyal players.
Building a sustainable hybrid model
A healthy publishing strategy treats high-visibility Steam and your trusted game brand as partners, not competitors. Steam’s reach provides credibility and massive audience exposure. Your direct channel builds independence, data, and recurring value. Together, they form a balanced ecosystem.- Maximize reach and discovery. Steam anchors your public visibility, while your direct-to-player store converts attention from influencers, media, and social ads into first-party relationships.
- Retain more revenue. Each sale on your store saves roughly a quarter of the transaction cost. Over time, that differential becomes a substantial margin increase.
- Own player insights. Direct data turns anonymous traffic into real understanding: what content drives repeat purchases, which territories convert best, and when players drop off.
- Strengthen ROI. Since most marketing already happens off-platform, having a D2P destination ensures those clicks and views lead to conversions you own.
- Build a connected community. Your site can host updates, loyalty programs, or cross-game events that keep engagement alive between launches, something no third-party storefront can replicate.
- Reduce risk. Platform algorithms and policies change overnight. Establishing a direct line of sight to players guarantees business continuity and flexibility.
Measuring what matters
Running a player-direct game store is not about vanity metrics. It’s about understanding performance holistically; how awareness, conversion, and retention connect.- Acquisition metrics. Track cost per paying user (CAC), total traffic, and visit-to-purchase rate. A well-optimized web shop often converts 20–60% of visitors who log in.
- Engagement benchmarks. Monitor bounce rate, session length, and email interaction. A low bounce rate signals good alignment between marketing promises and on-site experience.
- Revenue criteria. Average revenue per paying user (ARPPU) and average revenue per purchase (ARPP) show how effectively your offers resonate. Top performers in premium PC games report ARPPU between $20 and $150.
- Retention indicators. Repeat purchase rate and churn tell the real story of loyalty. With active community management, repeat purchases can exceed 60%, driving sustainable growth.
- Marketing ROI. Measure return on ad spend (ROAS) and track which influencers or affiliates generate the best results. Integrating attribution tools lets you see how external campaigns translate into both direct and Steam sales.
Building a D2P store, step-by-step
Creating your own store no longer requires heavy engineering or risk. Modern publishing platforms make it possible to launch quickly, stay compliant, and focus on creativity.A well-designed direct-to-player setup typically supports 6 core use cases:
- Pre-orders and early access. Generate early revenue, test marketing, and gather feedback before launch. Properly timed pre-orders can account for up to 15% of total game revenue.
- Game keys and bundles. Sell keys, DLC, and limited editions at lower transaction fees while maintaining price parity with Steam.
- Centralized publishing hub. Unify all titles, analytics, and payments under one branded ecosystem to simplify operations and cross-promotion.
- Launcher distribution. Deliver patches, updates, and community content directly through a custom launcher that also serves as a marketing channel.
- Virtual items and liveOps. Run dynamic in-game or web stores for virtual goods, currencies, and events. Studies show LiveOps-driven offers can raise average order value by up to 67%.
- Cross-platform management. Link PC, mobile, and console ecosystems so players retain progress and purchases everywhere. Unified data across platforms increases lifetime value by roughly 25%.
The future of hybrid publishing
The game industry is evolving toward openness. Steam's discoverability is shrinking, overall marketing spend is rising, and players expect more direct, personalized connections with the creators they support. Hybrid distribution (using both Steam and your own channel) is the natural response. Steam still offers reach and credibility, but your own store provides control, insight, and long-term growth. This model allows you to:- Reach global audiences through established marketplaces.
- Build loyalty through owned channels.
- Enjoy a lower transaction cost: 5% vs. 30%.
- Keep a higher share of each sale.
- Collect first-party data to refine every future campaign.
- Stay independent of deflated platform performance.
- Launch faster and more nimbly adapt to market change.
Final thoughts: own the relationship to grow your future
Success in modern PC publishing depends on balance. Steam remains the heart of discovery, community, and legitimacy. But ownership of data, brand, and player connection lives in your hands. A direct-to-player approach to sales doesn’t replace Steam; it complements it. Together, they form a hybrid ecosystem where visibility meets sustainability, and reach meets resilience. Studios that begin now will define the next chapter of PC gaming: studios that own their audiences rather than rent them. Selling outside Steam is safe and officially supported, provided you remember these key takeaways and stay 100% compliant with Valve's policies.- Maintain pricing parity; i.e., no undercutting Steam.
- Avoid key abuse or mass reselling.
- Deliver Steam keys fairly and transparently.
- Use legit, compliant channels (e.g., Xsolla Publishing Suite), official bundles, or retail partners.
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Own the relationship to grow your future
Everything you need to know about optimizing direct-to–player game sales, while staying 100% compliant with Steam policies.