After Valve announced its upcoming Steam Machine living room box earlier this month, some analysts suggested to Ars that Valve could and should aggressively subsidize that hardware with “loss leader” pricing that leads to more revenue from improved Steam software sales. In a new interview with YouTube channel Skill Up, though, Valve’s Pierre-Loup Griffais ruled out that kind of console-style pricing model, saying that the Steam Machine will be “more in line with what you might expect from the current PC market.”

Griffais said the AMD Zen 4 CPU and RDNA3 GPU in the Steam Machine were designed to outperform the bottom 70 percent of machines that opt-in to Valve’s regular hardware survey. And Steam Machine owners should expect to pay roughly what they would for desktop hardware with similar specs, he added.

“If you build a PC from parts and get to basically the same level of performance, that’s the general price window that we aim to be at,” Griffais said.

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If you ask random gamers what price they think Valve will charge for its newly announced Steam Machine hardware, you’ll get a wide range of guesses. But if you ask the analysts who follow the game industry for a living the same question… well, you’ll actually get the same wide range of (somewhat better-informed) guesses.

At the high end of those guesses are analysts like F-Squared‘s Michael Futter, who expects a starting price of $799 to $899 for the entry-level 512GB Steam Machine and a whopping $1,000 to $1,100 for the 2TB version. With internal specs that Futter says “will rival a PS5 and maybe even hit PS5 Pro performance,” we can expect a “hefty price tag” from Valve’s new console-like effort. At the same time, since Valve is “positioning this as a dedicated, powerful gaming PC… I suspect that the price will be below a similarly capable traditional desktop,” Futter said.

DFC Intelligence analyst David Cole similarly expects the Steam Machine to start at a price “around $800” and go up to “around $1,000” for the 2TB model. Cole said he expects Valve will seek “very low margins” or even break-even pricing on the hardware itself, which he said would probably lead to pricing “below a gaming PC but slightly above a high-end console.”

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