The dust has settled. Wallets have been smashed to smithereens. Libraries are brimming with dozens of games we’ll never get around to playing. It’s the end of the Steam Summer Sale. The figures are in and this one was a biggy, with avid PC gamers spending almost $100 million more than they did last year.
In total a staggering 37 million games were sold during the Steam Summer Sale 2016, up from 33 million last year, a 12% increase. That’s 3.08 million games sold every day, 128,000 an hour, or 2,141 each and every minute.
Where things get really interesting is in the cash spent though. A total of $236 million was spent this year, up from $160 million in 2015. That’s a 47.5% increase in spending, yet only a 12% increase in the number of games sold.
This points to a few possible outcomes - that PC gamers are willing to spend more money per game this year, or that there were more highly sought after games on sale this year. If I bust out my calculator we can see that the average price spent on a game rose from $4.71 to $6.37.
Part of the rise is explained by the average discount - 66% last year vs 50% this year. This demonstrates PC gamers are now more willing to pay a higher percentage for a game, which is great news for developers. The race to bottom on Steam cannot be understated; countless bundles and ridiculous 90% discounts have devalued how players think of games, but we can see here that it is beginning to crawl back up.
There’s also the new ways in which the Steam sales work to consider. Flash sales and daily deals have been out for a year or so now. Instead, Steam users can head on at any point and know that’s the cheapest price they’re going to get for any given game. It’s backed up by the improved discoverability, the Discover Queue and various sales-related games encouraging users to trawl through Steam in order to find new games.
All in all it’s a big year for the Steam Summer Sale, but it does still serve to highlight how there isn’t a huge deal to be gained from it for major publishers, some of which who have struck out on their own with their own clients. $236 million is the equivalent of Activision shifting 3.93 million copies of a $60 Call of Duty game, and that’s just a single title.
Source: Steam Spy