The new Steam Controller sold out completely within just 30 minutes of its launch on Monday, temporarily crippling Valve's store infrastructure. Could this be a sign of the potential success of the Steam Machine?
Valve massively underestimated the demand for the hardware re-release. At 19:00 PM German time, error messages on Downdetector and within the Steam client skyrocketed. Users primarily encountered problems initiating transactions. Those who managed to get through the queue saw delivery times jump from three to ten business days within minutes, before the "Add to Cart" button finally disappeared.
The availability briefly resurfaced, but this turned out to be a technical error in the backend. The device is currently officially listed as "sold out".
Hardware hype is breaking the infrastructure
The surge in demand is technically reminiscent of the Steam Deck launch in 2022. The sheer volume of simultaneous purchase requests meant that even users who didn't intend to buy hardware experienced problems accessing their game library or the store. Valve has apparently learned little from past experiences regarding the scaling of its payment servers for hardware releases.
The price trend is striking. While Valve initially tried to push hardware onto the market at low prices – remember the clearance sale of its predecessor – the new model is positioned in the premium segment. This is despite increased prices and the ongoing RAM shortage, which, according to Valve, has already impacted production of the planned "Steam Frame" and "Steam Machine" devices. delayedDemand remains unbroken.
Strategic change at Valve
This success marks a turning point for Valve. The first Steam Controller failed due to its unconventional design and cheap feel. However, since the success of the Steam Deck, Valve has solidified its image as a serious hardware manufacturer. Hardware is no longer an experiment for Valve, but an event.
Anyone who missed out today will likely face exorbitant scalper prices on the secondary market. It's expected that Valve won't be able to supply significant stock again for several months. Patience is the only sensible strategy here, as the reseller prices being asked are completely disproportionate to the actual value.
