Sales are now normal in digital video game stores, but Steam sales have kept a special appeal even after many years. According to Valve founder Gabe Newell, the reason is not only because of the discounts themselves, but because Steam turned buying video games into a form of entertainment. In an old interview with PC Gamer from the time when Steam was mainly competing with the PlayStation 3 and Xbox 360 ecosystems, Newell explained that one of the platform’s biggest successes was its system of seasonal offers. Gabe Newell Reveals the Real Reason Behind Steam’s Success He explained (thanks GamesRadar),
Sales are only part of the story. Valve not treating us all with contempt and having a customer-first mentality is really what keeps me coming back. They embody the idea of “letting your enemy make a mistake”, but just sitting back, making consciously customer-focused decisions, and raking in the money. The worst thing Valve does is their gambling loot boxes.
Hence the “does nothing, still wins” memes.