Depending on where you live in the world, you're bound to see different prices for games than you would do in another country, but one Steam and game sales expert warns devs and publishers that ignoring regional pricing – as well as localization – is a surefire way to make players "hate you."
Speaking in a talk about how to price games at Digital Dragons 2026 – attended by GamesRadar+ – Tom Kaczmarczyk, founder and CEO of business intelligence company IndieBI, discusses why devs shouldn't just be thinking of their prices in US dollars. While he considers it "good practice" to start there – after all, "you have an understanding of what is a $20 game versus a $40 game versus a $60 game" – he notes that "you have to be mindful" that this price might only relate to "often less than half of your entire players."
