I was surprised to see Valve – the owners and operators of Steam and makers of the popular Steam Deck handheld PC – recently announcing new hardware. I’ve actually put the new Steam controller on my wishlist; I’m in the market for a new controller, and Valve’s might be the way to go. As you may know if you’re a regular reader, I’m also a *big* supporter of innovation and change in the games industry, so a company of Valve’s standing launching a console-esque device, like the new Steam Machine purports to be, could be a big deal.
The games industry can feel pretty stagnant, sometimes. Since Sega’s unceremonious exit from the hardware market almost a quarter of a century ago, there have basically been three names in the console space if you’re looking for something to plug into your TV: Nintendo, Sony, and Microsoft. But it’s even narrower than that, because Nintendo, for the better part of two decades, has been off to one side, doing its own thing, prioritising different ways to play over graphical fidelity and performance. If you want a home console capable of playing the newest games with the best graphics, your choice has been an Xbox or a PlayStation.

When Google announced Stadia a few years ago, I was supportive of the idea. Not only was Stadia a new entrant into a stagnant marketplace, backed up by a massive corporation, but its game streaming idea left it well-positioned to be a cheap and potentially easier route into gaming for new players, younger players, and folks on a budget. Stadia didn’t stick the landing for all manner of reasons, so Google did what Google often does – and killed it. But the idea that someone – *anyone* – could step into this marketplace and shake things up was tantalising!
It’s through that lens that I view Valve’s new Steam Machine. The device is not a PC, but it’s fair to say that it isn’t *entirely* a console, either, existing in a kind of nebulous in-between space. That could mean it’s the best of both worlds… or that it’ll struggle to attract an audience. I know that I don’t personally have a place in my life for a Steam Machine (I play on PC these days, and I’m not in the market for a console or console-like device). But given the issues in the games industry, and the home console market in particular… I wish the Steam Machine well and will be following its progress when it launches next year.

But something is giving me pause.
Valve spent a lot of money on a flashy announcement, talking about the Steam Machine and its capabilities. But something pretty big was missing: the price. If the price was good and low… surely Valve would’ve announced it at the same time, no? The way this particular teaser was structured, drumming up hype and excitement for the device *without* revealing its price, leads me to believe that it’s not going to be anywhere near as inexpensive as people are hoping. It could even feel overpriced, coming in at a higher price point than even the PlayStation 5 Pro and Xbox Series X.
And if that happens… I think it’s going to go the way of the first Steam Machine from a few years ago.

Among the biggest stories in gaming in 2025 have been the price of the Nintendo Switch 2, the $10 hike in the “basic” price of some video games from $70 to $80, the price hikes of both the Xbox Series and PlayStation 5 consoles, and the significant rise in the cost of Xbox Game Pass. There is clearly a limit to how far companies can push their prices, even for hyped and highly-anticipated hardware, and I’m just concerned that Valve might not have read the room on this one.
The Steam Machine isn’t an exceptionally powerful device, based on the specs Valve have released. It’s more powerful than an Xbox Series S, but it’s basically on a par with the PS5 and Series X – consoles which are almost five years old already. The PC I built three years ago will easily outperform the Steam Machine. So… it’s gotta be priced fairly.

Here in the UK, Nintendo’s Switch 2 retails for £400 – though you can pick it up for a slight discount at time of writing. Xbox Series X consoles, after Microsoft’s recent price hikes, retail for £500, which is within £20 of the PlayStation 5, which retails for £480. In the United States, the Switch 2 retails for $450, the Xbox Series X retails for $600, and the PS5 goes for $550. Those are the Steam Machine’s main competitors.
In my view, as someone who used to work in the games industry, if Valve tries to sell the Steam Machine for more than about $500 in the USA or £425 in the UK, it’ll turn people away. The not-quite-a-console already exists in a bit of a weird space, trying to appeal to existing Steam users who want to play some games on their TVs. A good price – even if that means selling the device at a small loss – could bring in huge sales numbers, because if it undercuts the competition *and* can play more games than any of them… well, that’s a pretty good deal no matter who you are! But if it’s priced too high, not only does it lose any potential new players, but it also becomes a tough sell for existing Steam players who use either a PC or a Steam Deck. If it’s going to retail for more than an Xbox Series X, PS5, or Switch 2… who’s it really for?

Valve has been here before. The original Steam Machines, a decade ago, didn’t make much of an impact in the gaming world, nor did the Steam Controller. Again, price was *part* of that. And that’s another concern I’d have if I were considering picking up a Steam Machine: how long can I expect this device to be supported and updated? Valve bailed on the original Steam Machines pretty quickly, so if these new ones are expensive, and therefore less likely to sell a lot of units in their first year or two… how long is Valve gonna stick with them?
I could be completely wrong, and Valve could have an ace in the hole, ready to announce a low price of $350 in the United States and £300 in the UK! But I suspect that, if they had anything even *close* to that, they’d have put it front-and-centre in their big announcement. Why wouldn’t they, if the price is going to be part of the selling-point? This, to me, feels like a company trying to drum up hype and excitement while keeping the price hidden, so that by the time they reveal it… players have already committed. They’re already going to *want* a Steam Machine, so they’ll be willing to pay.

I hope I’m wrong, because the games industry *needs* a shake-up on the hardware side, and a company like Valve is basically one of the only players who could even conceivably achieve something like that. A decent, fair price could see the Steam Machine outpace the beleaguered Xbox Series X, for example, positioning Valve as a real player in the home console market. But a high price, making it an enthusiast-only device, appealing only to players who already have gaming PCs and extensive Steam libraries? How many people like that, realistically, would even want a console-like device?
Between HDMI cables, casting, and streaming, it isn’t exactly rocket surgery to play your PC games on a television screen. I used to do it all the time simply by running a long HDMI cable from my PC to the TV in my living room. If the choice is a $800 “GabeCube” or a $15 HDMI cable… how can you compete with that? Valve long ago realised that the way to beat piracy is to offer players a better service at a reasonable price. That philosophy would serve the company well on this new endeavour, too.
So… watch this space, I guess. Valve will have to announce the price sooner or later. I’m crossing my fingers, but the announcement definitely left me more concerned than excited.
The Steam Machine, Steam Controller, and Steam Frame will be released in 2026. Prices TBC. Steam, the Steam Machine, and other properties discussed above are the trademarks/copyright of Valve. This article contains the thoughts and opinions of one person only and is not intended to cause any offence.








