CS2 Sticker Revenue Is Falling: How Valve’s New System Impacts Teams and Players

For years, qualifying for a Counter-Strike Major was about much more than lifting a trophy. Even teams with little chance of winning the event could earn hundreds of thousands or even millions of dollars through sticker sales alone.

In 2026, however, Valve completely redesigned the sticker economy. Capsules were removed, revenue-sharing rules changed, and organizations have already started reporting a significant decline in sales.

So why did Valve make these changes, and what do they mean for the future of competitive CS2? Let’s take a closer look.

"1. CS2 Sticker Revenue Is Falling: How Valve’s New System Impacts Teams and Players","1.1. How the Old Sticker System Worked","1.2. What Changed in 2026?","1.3. Why Did Valve Remove Sticker Capsules?","1.4. Why Are Teams Concerned?","1.5. The Biggest Threat to Tier-2 Esports","1.6. Are There Any Benefits?","1.7. What Happens Next?"

How the Old Sticker System Worked

Until recently, most Major stickers were distributed through sticker capsules. Players purchased capsules in hopes of unboxing rare gold stickers featuring their favorite teams and professional players.

Half of the revenue generated from capsule sales was distributed among Major participants. Organizations received an equal share regardless of their final tournament placement. The same principle applied to autograph stickers, with players receiving a portion of the revenue generated by autograph capsule sales.

The system generated enormous amounts of money.

According to industry estimates, teams earned approximately $10 million from the StarLadder Berlin Major 2019. After Majors returned following the pandemic, the numbers grew even larger. Both PGL Stockholm Major 2021 and PGL Antwerp Major 2022 reportedly generated around $30 million for participating organizations.

The biggest success story was BLAST Paris Major 2023, where total sticker revenue exceeded $110 million. Even the most recent Majors under the old system produced massive earnings, including approximately $48 million during PGL Copenhagen Major 2024, $45 million during Perfect World Shanghai Major 2024, and around $30 million at StarLadder Budapest Major 2025.

For many Tier-2 organizations, simply qualifying for a Major could secure financial stability for an entire season.

What Changed in 2026?

During IEM Cologne, Valve introduced a completely different approach.

Sticker capsules are gone. Instead, players now purchase stickers directly using special in-game tokens. Sticker prices fluctuate dynamically based on supply and demand.

As a result, the market has already experienced some unusual situations. Certain gold stickers have seen dramatic price increases due to limited availability, even when the teams themselves were struggling at the tournament.

An even bigger change involves revenue distribution.

Previously, all participating teams received equal shares of sticker income. Under the new model, earnings depend on tournament placement. In addition, players now receive 10% of all purchases related to stickers, tokens, and event passes.

In other words, Valve has shifted the system toward rewarding competitive success and individual popularity.

Why Did Valve Remove Sticker Capsules?

Valve has not provided an official explanation.

However, many members of the esports community believe the decision is linked to increasing legal pressure surrounding loot box mechanics.

In recent years, Valve has faced criticism and legal challenges regarding randomized item systems in both Counter-Strike and Dota 2. Critics argue that loot boxes share similarities with gambling and can be accessed by underage players.

By replacing capsules with direct purchases, Valve significantly reduces the gambling-like element of sticker acquisition. Players now know exactly what they are buying, and the random chance component has largely disappeared.

From a legal standpoint, this makes the system much easier to defend.

Why Are Teams Concerned?

Despite the potential legal benefits, organizations have not reacted positively.

Aurora owner Valeriy “Lerich” Kharitonov described the current Major as the worst sticker-selling event in years and suggested that the situation is unlikely to improve anytime soon.

The issue goes beyond declining sales. Many organizations signed player contracts under the old revenue model, with agreements specifically designed around traditional sticker earnings. The new system has forced teams to revisit those arrangements and, in some cases, negotiate entirely new financial structures.

At the same time, overall demand for stickers appears to be lower than expected.

There are several reasons for this.

First, many stickers are more expensive than before. Second, not every Major participant has a large fanbase willing to spend money on their stickers. Finally, the excitement of opening capsules is gone.

Previously, thousands of players purchased large numbers of capsules in pursuit of rare gold stickers. Today, that motivation no longer exists, which naturally reduces overall spending.

The Biggest Threat to Tier-2 Esports

The greatest concern may be the impact on smaller organizations.

For Tier-2 teams, Major sticker revenue often covered salaries, bootcamp expenses, and operational costs for months. In many cases, qualifying for a Major represented the most important financial opportunity of the year.

If sticker income continues to decline, organizations may become less willing to invest in developing talent and supporting long-term projects.

Several teams have already reported significant expenses related to earning ranking points and qualifying for top-tier events. Without the possibility of substantial sticker revenue, reaching the highest level of competition becomes far less attractive from a business perspective.

As a result, the path to professional CS2 could become even more difficult for emerging organizations.

Are There Any Benefits?

Despite widespread criticism, the new system does offer some advantages.

First, successful teams now earn more money. Organizations that perform well at the tournament receive a larger share of revenue than those eliminated early.

Second, popular players have a stronger incentive to build personal brands. The larger a player's fanbase, the greater the demand for their stickers and the higher their earnings.

Finally, regular players no longer need to spend hundreds of dollars opening capsules in search of a specific sticker. If you want a particular autograph or team logo, you can simply buy it directly.

Of course, this also removes one of the most exciting aspects of Major sticker collections—the possibility of unboxing a rare gold sticker.

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What Happens Next?

It is still too early to reach a final verdict. The new system has only been active for a short time, and the market is still adjusting.

However, early signs suggest that overall sticker sales are significantly lower than they were during the capsule era. For major organizations, this is disappointing but manageable. For smaller teams, the consequences could be much more serious.

Valve has created a system that is more transparent and less reliant on gambling-like mechanics. The question is whether that system can generate enough revenue to support the long-term health of the CS2 esports ecosystem.

The answer may determine the future of professional Counter-Strike for years to come.