How regional pricing works on Steam
Every product on Steam is priced and shown in 37 currencies and 4 region groups1. You pick a price in US dollars, and the Propose Pricing tool suggests a price in every other currency relative to it, which you can accept or adjust one by one1.
The suggestions are not a currency conversion. Steam documents three ways to convert a price: a plain exchange rate, a method built on public data about local purchasing power, and a multi variable method that weighs local purchasing power, the expected cost of comparable entertainment goods and the exchange rate1. There is also a floor: the minimum base price in any currency is the multi variable conversion of the $0.99 USD tier1.
What the suggested prices look like
Valve does not publish the suggested table as a list you can look up, but it can be reconstructed from what games charge. Among recent games priced at $19.99 in the United States, the most common local price is 16.75 GBP in the United Kingdom and 59.99 BRL in Brazil. Those values are what most developers landed on, which is strong evidence about the default rather than the default itself.
MarketYourIndie curated pool · Releases from 2023 to 2025 priced at 19.99 dollars in the United States (research/regional-pricing), most common local price · n = 3090 · measured 2026-08-08
MarketYourIndie curated pool · Releases from 2023 to 2025 priced at 19.99 dollars in the United States (research/regional-pricing), most common local price · n = 3090 · measured 2026-08-08
Read across markets, the table is plainly adjusted for purchasing power. That is the whole point of it, and it is why a developer who overrides it with their own exchange rate conversion ends up pricing above the suggestion in exactly the markets where players can afford it least.
The USD regions: Argentina, Turkey and others
Some countries are not priced in their own currency. Steam recommends a discounted USD price for groups of countries in Latin America, the Middle East and North Africa, the Commonwealth of Independent States and South Asia, and Argentina sits in the LATAM group while Turkey sits in the MENA group2.
Argentina and Turkey moved to these USD regions on 20 November 2023, and Valve said that a game without a LATAM or MENA price of its own would fall back to its standard US price3. Check that your game has a price in every USD region, because a missing one silently charges full US price in markets the suggestion discounts heavily.
What other developers do
Most accept the suggestion, and the decision is usually all or nothing. Among recent games with every market scored, 49 percent either accept nearly every market or replace nearly every one, and very few tune three or four markets and leave the rest.
MarketYourIndie curated pool · Releases from 2023 to 2025 with all 11 markets scored against the reconstructed suggestion (research/regional-pricing) · n = 1202 · measured 2026-08-08
Size changes the answer. Among recent releases, 74 percent of games with under 200 reviews sit exactly on the suggestion, against 48 percent of games with more than 20,000. The data cannot say why; a larger team with someone whose job includes pricing, or a publisher with a view on international prices, are the plausible readings.
MarketYourIndie curated pool · Releases from 2023 to 2025 at the same United States price, by review count (research/regional-pricing), under 200 reviews · n = 1479 · measured 2026-08-08
MarketYourIndie curated pool · Releases from 2023 to 2025 at the same United States price, by review count (research/regional-pricing), over 20,000 reviews · n = 1039 · measured 2026-08-08
When developers move away from the suggestion, most move down. In Germany, 65 percent of recent games at $19.99 price below the suggested value. The exception is the USD regions, where mirroring the US price lands above the suggestion without anyone deciding to: 22 percent of games price above it in Turkey.
MarketYourIndie curated pool · Releases from 2023 to 2025 priced at 19.99 dollars in the United States (research/regional-pricing), priced below the suggestion in Germany · n = 3090 · measured 2026-08-08
MarketYourIndie curated pool · Releases from 2023 to 2025 priced at 19.99 dollars in the United States (research/regional-pricing), priced above the suggestion in Turkey · n = 3090 · measured 2026-08-08
When to override the suggestion
Accepting the table is a defensible default, and most games do. Override it when you have a reason you can state: a market where your genre sells differently, a publisher agreement, or a translated version you are actively marketing in that country.
Avoid the override that undoes the adjustment. Replacing the suggestion with your dollar price converted at the exchange rate removes the only part of regional pricing that was adjusted for the customer, and it shows up as higher prices in the cheapest markets.
How to set regional prices for an indie game on Steam
- Choose the US dollar price. Set your base price in US dollars first. Every regional suggestion is calculated relative to it.
- Open Propose Pricing. Use the Propose Pricing tool in Steamworks to load the suggested price for every currency.
- Check the USD regions. Confirm the game has a price in the LATAM, MENA, CIS and South Asia USD regions, so no market falls back to the full US price.
- Override only with a reason. Keep the suggestion unless you can name why a market should differ. Never replace it with a plain exchange rate conversion.
- Lock prices before discounting. Finish price changes before you schedule a sale, since a price increase in any currency blocks discounts for 30 days.
