The Brutal Reality of the Steam Marketplace
If you’ve ever dreamed of making a video game and launching it on Steam, you might want to sit down for this. The world’s biggest PC gaming platform is more crowded than ever, and new data paints a sobering picture of what it takes to succeed. According to recent analysis from the Steam data-tracking site Gamalytic, of the nearly 13,000 games released on the platform so far in 2025, a staggering number have completely failed to find an audience.
Just how bad is it? A jaw-dropping 40% of all games launched this year-that’s over 5,000 titles-didn’t even make enough money to cover the simple $100 fee required to list a game on Steam. The fee is recoupable once a game hits $1,000 in revenue, but the data shows that most are not even coming close to that milestone. It’s a harsh reminder that simply making a game and putting it on the store is no guarantee of success.
Diving Deeper into the Numbers
The statistics get even more grim when you look closer. It’s not just about failing to recoup the submission fee. The vast majority of games on Steam are struggling to make any significant income at all. Here’s a quick breakdown of the situation for 2025 releases:
- About 66% of games released have earned less than $1,000 in total revenue.
- Nearly half of all new games (47.4%) are estimated to have sold fewer than 100 copies.
- The bottom 30% of games by revenue generated an average of just $37.
- Only a tiny fraction, about 8% of releases, are estimated to have grossed over $100,000.
While we should note that this data is based on estimations, even with a large margin of error, the trend is undeniable. The Steam storefront is a digital graveyard for thousands of forgotten games.
The Discoverability Crisis: Too Many Games, Not Enough Players
So, what’s causing this massive pile-up of unprofitable games? The core issue is something developers call the “discoverability crisis.” With dozens of new titles launching every single day, the competition for players’ attention is ferocious. Without a significant marketing budget or a pre-existing community, even a well-made, genuinely fun indie game can get buried within hours of its release.
Sure, a portion of these failing games are low-effort projects, often called “asset flips” or AI-generated visual novels with minimal content. But many others are passion projects that developers have poured years into. As one developer commented on the data, “I personally worked on a game for the last two years, published it on Steam and I’m sitting at barely 20 copies. I’m just very bad at marketing.” This story is tragically common. In today’s market, marketing is no longer optional-it’s as critical as the game development itself.
Is There Still a Path to Success?
It’s easy to look at these numbers and feel discouraged, but it’s not all doom and gloom. While the bottom is falling out, the top is soaring higher than ever. Steam as a platform is booming, recently hitting a record of over 41 million concurrent users. Blockbuster titles like Monster Hunter Wilds and Battlefield 6 have seen massive launch success in 2025, proving there is a massive and engaged audience ready to buy games.
For smaller developers, the key takeaway isn’t to give up, but to adapt. Success stories from events like Steam Next Fest show that developers who invest in community building and marketing long before launch have a much better chance. Games like Cairn and LORT built up tens of thousands of wishlists before their demos even went live. This pre-launch hype is what allows them to break through the noise on release day. The lesson is clear: you can’t just build it and hope they will come. You have to bring the players to you.
Conclusion
The dream of being a successful indie developer on Steam is still alive, but it has changed. The platform is a double-edged sword-its open nature allows anyone to publish a game, but that same openness has created an incredibly saturated market. The 2025 data is a wake-up call that a good game is only half the battle. Strategic marketing, smart community engagement, and a solid plan for discoverability are now essential ingredients for survival, let alone success. The gold rush might be over, but for those who can navigate the new landscape, there are still fortunes to be made.
FAQs
How many games were released on Steam in 2025?
As of October 2025, nearly 13,000 games have been released on Steam this year, with estimates pointing towards a total of over 15,000 by the year’s end.
What percentage of Steam games failed to make back their submission fee?
Approximately 40% of games released on Steam in 2025, which is over 5,000 titles, failed to generate $100 in revenue to recoup the platform’s submission fee.
What is the Steam submission fee?
To publish a game on Steam, developers must pay a $100 Steam Direct fee. This fee is paid back to the developer once the game achieves at least $1,000 in adjusted gross revenue.
Why do so many games fail on Steam?
The primary reason is the “discoverability crisis.” The sheer volume of daily releases makes it extremely difficult for new games to get noticed by players without a strong marketing strategy or an existing community following.
How can indie developers increase their chances of success on Steam?
Experts suggest focusing on marketing and community building long before the game’s launch. This includes engaging on social media, participating in events like Steam Next Fest, and building a wishlist count to gain visibility on the platform.
Are games still making a lot of money on Steam?
Yes, while many games fail, the top-performing games on Steam are more successful than ever. The platform has a massive user base, and blockbuster titles and well-marketed indie hits can generate millions of dollars in revenue.