Steam and Itch.io offer indie game developers very different revenue opportunities. Here’s what you need to know:
- Steam: Charges a $100 publishing fee per game and takes a 30% cut of sales. Median revenue for indie games is $5,000–$15,000, but nearly half of games make under $5,000. Steam’s large audience and discovery tools can drive higher long-term earnings for polished, high-quality games.
- Itch.io: No upfront fees and allows developers to keep up to 100% of their revenue (default is 10%). Many games use a "Pay-What-You-Want" model, with average payments ranging from $2 to $5 per download. Itch.io is ideal for prototypes, experimental projects, or building an audience.
Quick Comparison:
| Feature | Steam | Itch.io |
|---|---|---|
| Upfront Fee | $100 per game | $0 |
| Revenue Cut | 30% (lower for top earners) | Developer decides (default 10%) |
| Audience | Large, global | Niche, experimental |
| Pricing Model | Fixed prices, discounts | Pay-What-You-Want |
| Median Revenue | $5,000–$15,000 | Highly variable |
Key Takeaway: Steam offers higher earning potential for polished games with broad appeal, while Itch.io provides a low-risk option for testing ideas or reaching niche audiences. Many developers use both platforms strategically, starting on Itch.io to refine their games before launching on Steam.
Steam vs Itch.io Revenue Comparison for Indie Game Developers
Steam vs. Itch Who WINS?
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How Revenue Models Work on Each Platform
Grasping how each platform’s revenue system operates is a key step in optimizing your game’s earning potential.
Steam’s Revenue Split and Fees
Steam follows a 70/30 revenue split, meaning you keep 70 cents for every dollar earned while the platform takes 30%. To publish on Steam, you’ll need to pay a $100 "Steam Direct" fee per game. For games generating over $10 million in gross revenue, Steam lowers its cut to 25%, and for those surpassing $50 million, it drops further to 20%.
However, your actual earnings are affected by additional factors like VAT, regional pricing adjustments, and refunds – common for indie games, refunds typically range from 10% to 15%. When all of these are factored in, developers often walk away with just 46% to 55% of their gross sales. These considerations are essential when estimating your potential income.
Itch.io‘s Pay-What-You-Want Model
Itch.io takes a more flexible approach with its Open Revenue Sharing system, letting developers set how much of their revenue goes to the platform – this can range from 0% to 100%. Another unique aspect is that Itch.io treats your set price as a minimum, allowing buyers to pay more if they choose. On average, purchases on Itch.io come in about $1.50 above the minimum price.
Unlike Steam, there’s no upfront fee to publish on Itch.io. Creating pages and uploading content is completely free. This setup gives developers more control over their earnings, making it an appealing option for those focused on audience building.
Revenue Split Comparison Table
| Feature | Steam | Itch.io |
|---|---|---|
| Upfront Publishing Fee | $100 per game | $0 |
| Standard Revenue Cut | 30% | Developer decides (default 10%) |
| High-Earner Tiers | 25% after $10M; 20% after $50M | N/A (set by developer) |
| Pricing Model | Fixed price or discounted sales | Pay-what-you-want (above minimum) |
| Net Revenue Reality | 46%–55% after VAT, refunds, and regional pricing | Up to 100% (minus payment processing) |
| Average Refund Rate | 10%–15% | Not specified |
Each platform’s revenue model comes with its own strengths and challenges. These structures, along with other factors, play a big role in determining your overall earnings.
What Affects Your Earnings on Each Platform
Earnings on different platforms can vary widely based on several factors. Understanding these distinctions can help you set realistic goals and craft a launch strategy that works for your game.
Game Genre and Target Audience
Steam tends to favor certain genres, particularly ones that are systems-driven. For example, genres like Factory/Automation and Colony Sims often generate median revenues of $200,000–$500,000 for games with more than 100 reviews. Roguelites typically bring in $100,000–$300,000, while narrative-heavy genres such as Visual Novels and Walking Simulators usually earn between $10,000 and $40,000. Steam’s audience is drawn to games with high production values, intricate gameplay, and polished execution, and many users are willing to pay premium prices for such experiences.
On the other hand, Itch.io caters to what marketing consultant Chris Zukowski describes as "tastemakers" – players who enjoy exploring diverse genres and are drawn to experimental or avant-garde concepts. This audience is more forgiving of simpler graphics and experimental mechanics if the core idea stands out. Itch.io also features a higher number of LGBTQ+ tagged games and titles with female protagonists compared to Steam. Additionally, browser-based games on Itch.io see better engagement, with about 37% of viewers playing them, compared to just 6.9% for download-only games.
One example that highlights these differences is the journey of "The Roottrees are Dead." Developer Jeremy Johnson initially released a narrative puzzle prototype with AI-generated art on Itch.io in November 2023, earning $3,000 in voluntary tips in the first month. Later, with professional art added by Robin Ward, the game launched on Steam in January 2025 at $19.99 and earned over $1 million by Spring 2025.
These differences in audience preferences and engagement underline the importance of tailoring your approach to each platform.
Platform Discovery and Marketing Tools
Steam relies heavily on algorithm-driven discovery tools like the Discovery Queue and events like Next Fest. These systems reward games that generate early sales momentum. To hit the "Gold" tier (earning $250,000+), a game typically needs to secure at least 10,000 wishlists before launch to activate Steam’s recommendation algorithms. However, Steam’s earnings distribution is highly skewed, with the top 5% of games capturing the majority of revenue.
Itch.io takes a more manual approach to discovery. Visibility often comes from staff picks, community collections, and promotion on social media rather than automated algorithms. Games that achieve "The Magic" tier (10,001 to over 1,000,000 lifetime views) often gain this traction through influencer coverage or viral social media campaigns. For context, the median game on Itch.io receives around 1,582 views and 113 downloads.
A great example of leveraging both platforms is "Die in the Dungeon." Initially released as a prototype during a February 2021 game jam on Itch.io, it amassed 1,409,064 views and 919,621 browser plays. This early success helped the developers refine the game, leading to a strong Steam Early Access launch in February 2025. On Steam, it received 1,694 reviews and hit a peak of 2,848 concurrent users within three months. The Itch.io release served as a testing ground, allowing the developers to fine-tune the game before meeting Steam’s higher production standards.
These examples show how understanding and adapting to each platform’s strengths can significantly impact your game’s success.
Long-Term Revenue After Launch
On Steam, the first 30 days typically account for only 30–50% of a game’s first-year revenue, leaving the remaining 50–70% to roll in over time. Both Steam and Itch.io provide tools designed to extend a game’s earning potential well beyond its initial release. Leveraging these features effectively can shape your long-term post-launch strategy.
Player Retention and Community Engagement
Steam keeps players engaged through its built-in ecosystem, which includes community hubs, forums, and automatic updates via its mandatory launcher. The platform also rewards games with strong player feedback. Once a game hits 50 reviews (with at least 40 being positive), Steam’s algorithm starts promoting it more actively. Games with "Very Positive" review scores often generate 3–5 times more lifetime revenue compared to games rated "Mixed".
Itch.io, on the other hand, emphasizes direct interactions between developers and players. Tools like devlogs, customizable project pages, and game jam communities foster a collaborative environment. A great example is the NIMRODS development team, which used Itch.io for public beta testing between May 2023 and October 2024. By incorporating player feedback, they refined their action-roguelike before launching on Steam Early Access in October 2024, where they peaked at 2,168 concurrent users.
Building a strong connection with players is essential for maintaining engagement and paving the way for future sales opportunities.
DLC, Bundles, and Sales Strategies
Steam’s seasonal sales – Summer, Winter, Autumn, and Spring – are major events for boosting revenue. For games priced at $14.99 or higher, a single seasonal sale can contribute 5–15% of first-year revenue. Additionally, well-reviewed games often experience a "long tail" effect, earning 50–100% of their first-year revenue again over the next 2–4 years.
Itch.io offers even greater flexibility for sales strategies. Developers can run discounts at any time, set prices as low as free, and collaborate with others to create co-op bundles. Itch.io also allows for unique features like private sales for existing customers and custom coupon codes that can be shared via newsletters or social media. Interestingly, 30% of revenue on Itch.io comes from buyers voluntarily paying above the minimum price, adding an average of $1.50 per purchase.
Both platforms offer distinct opportunities to maximize revenue, but the key lies in tailoring your approach to fit each platform’s strengths and player base.
Choosing Between Steam, Itch.io, or Both
When deciding between Steam, Itch.io, or a combination of the two, your choice largely depends on where you are in your development journey and what your goals are for the game. Each platform offers distinct advantages, and understanding these differences can shape how you position your game for success.
Steam provides access to a massive global audience, making it the go-to platform for maximizing earnings. However, it comes with a $100 upfront fee and takes a 30% cut from all sales. On average, indie games on Steam earn between $5,000 and $15,000 in lifetime gross revenue. That said, games with strong pre-launch engagement (10,000–25,000 wishlists) can generate $40,000–$100,000 in their first month alone. Itch.io, on the other hand, has no upfront fees and allows developers to choose the platform’s revenue share, with the default set at 10%. This makes Itch.io a great option for prototypes, experimental projects, or for developers looking to build an audience without financial risk.
Single Platform vs. Multi-Platform Publishing
Many indie developers are adopting a strategy known as the "Itch-to-Steam pipeline". This approach involves using Itch.io as a testing ground to gather feedback and refine the game before a full Steam release. By doing so, developers can avoid the risk of early "Mixed" reviews on Steam, which can hurt long-term visibility. A great example of this strategy is Die in the Dungeon, which started as a prototype on Itch.io, gaining over 1.4 million views before transitioning to a successful Steam Early Access launch.
"If you want to ‘get player feedback’ do it on itch, not Steam Early Access. Early Access is your launch and you need a finished game with dozens of hours of playable content." – How To Market A Game
Visual upgrades are crucial when moving from Itch.io to Steam. For instance, Tiny Kingdom had a popular prototype on Itch.io with over 20,000 views and managed to secure 10,000+ wishlists on Steam. However, its January 2025 launch underperformed, with only 107 reviews and a peak of 103 concurrent users. The developer attributed this to a lack of significant graphical improvements between the free prototype and the paid release. If you’re planning a transition from Itch.io to Steam, ensure the final product offers noticeable enhancements in both visuals and content to justify the price tag.
Launch Timing and Marketing Approaches
Carefully planning your launch timing can further boost your game’s revenue. Some developers, like the NIMRODS team, have successfully launched simultaneously on Itch.io and Steam, using Itch.io for beta testing while building wishlists on Steam. This dual-platform approach can help maximize exposure and engagement.
Even after a Steam launch, many developers maintain a demo or "Classic" version of their game on Itch.io. This not only helps with search engine visibility but also provides an easy entry point for new players. Browser-playable games on Itch.io, in particular, see much higher engagement, with 37% of viewers playing the game compared to just 6% for desktop-only downloads. Meanwhile, Steam is ideal for commercial sales, with the first-month sales spike typically accounting for 30–50% of a game’s first-year revenue.
Conclusion
When it comes to deciding which platform pays more, the answer depends on your revenue goals and where you are in your game’s development. Steam has the potential for high earnings – top indie games can make over $1,000,000 over their lifetime – but the median earnings range between $5,000 and $15,000. On the other hand, Itch.io offers up to 100% of your earnings and caters to a more niche audience.
The smartest way to maximize income is by using each platform’s strengths strategically. Start by testing your game’s potential on Itch.io. Its low-risk setup allows you to validate your idea before committing to a larger release on Steam. If your game gains traction organically, it’s a strong sign that it could perform well commercially. At that point, you can move to Steam, enhancing your game’s visuals and content to justify a premium price. This approach not only minimizes risks but also ensures you’re leveraging each platform’s unique advantages.
"The real strength of Itch.io is that it is a great place to quickly and cheaply test out a game idea to see if it has THE MAGIC."
- Chris Zukowski, Marketing Consultant, How To Market A Game
Steam’s ecosystem, while requiring a $100 fee and taking a 30% revenue cut, offers robust discovery tools that can generate long-term passive income. Meanwhile, Itch.io’s zero upfront costs and flexible revenue-sharing model (defaulting to 10%) make it perfect for experimentation without financial strain.
It’s worth noting that 30–50% of a game’s first-year revenue on Steam typically comes from the first month of sales. This makes early validation on Itch.io even more critical before committing to a Steam launch. Whether you stick to one platform or use both, aligning their strengths with your development stage and revenue goals will help you maximize your earnings as an indie developer.
FAQs
How do taxes, refunds, and regional pricing change my Steam payout?
Taxes, refunds, and regional pricing can take a noticeable chunk out of your Steam earnings. Here’s how it breaks down:
- VAT (Value Added Tax): This varies depending on the region but averages around 9.3% of your earnings.
- Refunds and Chargebacks: Combined, these typically account for about 7% of your revenue.
- Regional Pricing Adjustments: Steam’s regional pricing strategy can also impact your payout, as discounts and pricing differences are applied to accommodate local markets.
These factors combined mean the final amount you receive may be significantly lower than the initial sales figures.
What price should I set on Itch.io for pay-what-you-want?
For games listed as pay-what-you-want on Itch.io, setting a price under $5 – like $4.60 – tends to work best. Lower pricing not only appeals to more buyers but also helps increase visibility. Since the platform lacks extensive sorting options, games priced on the lower end often perform better in this model.
When should I move from Itch.io to a paid Steam launch?
When your game starts gaining traction on Itch.io – whether through increased traffic, a surge in downloads, or attention from streamers – it might be time to consider a paid launch on Steam. Achieving early success on Itch.io gives you a chance to fine-tune your game and grow a dedicated audience. This groundwork can make the transition to Steam smoother, allowing you to tap into its larger, paying user base once your game demonstrates clear potential in the market.
