Steam will spend 25% of the proceeds from packs to attract new players to Dota2 and CS:GO

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.