– Valve aggressively enforces pricing parity, threatening to delist games if publishers offer lower prices on competing platforms.
– Ubisoft was given a short ultimatum to stop selling a cheaper “starter pack” for Rainbow Six Siege on its own Uplay store or face removal from Steam.
– Warner Bros.’ preorders for Middle-earth: Shadow of War were removed from Steam due to lower prices at other retailers, prompting quick resolution talks.
– Steam’s dominant market position allows it to impose strict distribution and pricing terms on major publishers.
Steam’s Dominance in PC Gaming
Steam is the biggest PC video game marketplace in the world. For most PC gamers, it is the default place to buy and download games. Competitors like Ubisoft Connect (formerly Uplay), Epic Games Store, and others exist, but Steam still dominates in reach, sales, and visibility.
Allegations of Aggressive Pricing Tactics
A recent Bloomberg report has now brought attention to how aggressively Valve has handled pricing and distribution decisions involving major publishers, including Ubisoft and Warner Bros. One of the most notable cases involves Ubisoft’s Rainbow Six Siege. According to emails reviewed during an ongoing antitrust lawsuit, Valve allegedly threatened to delist all editions of the game from Steam “by end of day tomorrow.” This happened after Valve discovered that Ubisoft was marketing a cheaper $15 “starter pack” exclusively through its own Uplay store. The report suggests Ubisoft was effectively given a short deadline to fix the situation or risk losing its Steam presence entirely.
Warner Bros. and Preorder Removal
Another example cited in the same report involves Warner Bros. Interactive Entertainment. In 2017, Valve employee Kassidy Gerber reportedly informed Warner Bros. that preorders for Middle-earth: Shadow of War had been removed from Steam. The reason given was that the Steam price was “significantly higher than what was available at other retailers for the same version of the game.” According to the report, Warner Bros. leadership quickly reached out to resolve the issue. Bloomberg provides the source for this information.










