ALTERNATIVE DISTRIBUTION Alternative distribution is often overlooked, but it’s a key lever for publishers looking to make geo-pricing work harder. Alongside Steam, a growing network of e-stores - like Humble, Fanatical, and regional specialists such as ChinaPlay - plus marketplaces including Kinguin and G2A, now offer studios more ways to reach players who might otherwise struggle to buy games. These channels aren’t just about adding incremental revenue; they’re about meeting players where they are, especially in regions underserved by the big platforms. One of the biggest strengths of alternative distribution is


flexibility. Many of these platforms support a far broader range of local payment methods than Steam or Epic Games, from digital wallets to cash-based solutions. By embracing local payment options, publishers can remove friction for players and unlock access to markets that might otherwise be out of reach. Alternative sites also give publishers more control over their


pricing and promotional strategies. Unlike Steam, which enforces strict rules around discounts and price changes, these stores let you run bespoke offers, flash sales, or bundles tailored to local markets and their unique holidays and seasonal events. This agility means you can respond to currency swings, national events, or market trends in real time - without waiting for a platform-wide sale or running into cooldown restrictions. For instance, launching a celebratory offer tied to a country’s major sporting victory, can give players a timely reason to purchase your game. Crucially, these channels can help you reach new audiences,


LET’S TALK ABOUT STEAM When it comes to sharing your game with global audiences, Steam is naturally the first platform to come to mind. It’s feature-rich, with a publisher-facing dashboard that gives total control over the pricing of games. As standard, Steam provides regional pricing recommendations on an annual basis, but I’d recommend reviewing your pricing on a significantly more frequent basis — a lot can change within an economy in a month, let alone a year. It’s important to consider Steam’s discounting rules when


updating your pricing. As a blanket rule, when a game’s price is increased, discounts are not permitted within a 30 day period. So while adjusting pricing is important, be sure not to lose unit sales by skipping out on crucial Steam or seasonal sales. There’s also the question of region manipulation, where players


will set their region to countries with significantly lower prices in local currencies. Steam is taking increased steps to combat this with VPN detection and a requirement for users to pay with local payment methods. When it comes to choosing geopricing, there’s a simple decision to make: are the number of local spenders more than the number of international players who slip through Steam’s safeguards? In most instances, the answer is yes.


often in regions where Steam’s footprint is limited or where players prefer to shop locally. Regional e-stores and marketplaces typically have established communities and marketing channels, making it easier to build awareness and trust with local players.


GREY MARKET WORRIES Of course, concerns about the grey market persist. This risk is real: when regional pricing isn’t managed carefully, cross-border key reselling can erode pricing integrity and undermine your strategy. The recent launch of Ravenswatch demonstrates the stakes. While the official Steam price was €24.99, e-stores listed the game for as little as €8.69 — less than half the intended price — due to predatory pricing practices that exploit regional disparities and currency fluctuations. However, by following expert recommendations, such as region-locking keys, closely monitoring currency movements, and swiftly adjusting local pricing, publishers can close these loopholes. The lesson is clear: with the right strategy guided by expert consultants, alternative distribution can expand your reach without opening the door to the grey market. With global PC gaming audiences growing faster than ever,


now is the time to act. Publishers who embrace geo-pricing not only unlock new revenue streams but also build stronger, more loyal player communities. By adjusting pricing and diversifying distribution, you’ll meet players exactly where they are today.


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