Илон Маск 40 03.02.2022
According to Valve representatives, this will be done due to the fact that Valve has long wanted to attract as many players as possible and increase the in-game economy. The developers don't want to do this by raising the price of the packs, so they decided to go the other way. Valve will spend 25% of its total pack revenue on marketing. Valve believes that such a move will help increase the level of interest in the game and attract new users.
Valve CEO Gabe Newell commented on the matter:
Yes, I think this is the correct solution. This is exactly what we want. We have made many games free, so the only chance to produce new games is through in-app purchases. We now want to secure our marketing department's ability to predict future advertising budgets.