New Sticker System Disrupts Major Revenue for CS Teams

IEM Cologne has set new viewership records but the grace of that spectacle is overshadowed by financial distress within the CS landscape. Despite the anticipation of significant post-season roster changes and player transfers, organizations have been disillusioned due to a lack of lucrative deals this off-season.

After a season heavily influenced by Vitality and the surprise victory of Falcons at the Cologne Major, many teams sought to strengthen their rosters to compete for titles ahead of 2026. However, financial restraints have compelled teams to adopt more cautious spending strategies.

One contributing factor to this conservative approach stems from adjustments made by Valve to the Major sticker sales system. Notably, the traditional capsule unboxing method was replaced with a token redemption format, where fans have to buy specific stickers at fluctuating prices based on demand.

The revenue distribution from the Major items has also shifted: 5 percent goes to the tournament organizer while 45 percent is divided among the 32 participating teams, contingent upon their performance and Valve Regional Standings. Furthermore, Valve instituted an automatic 50-50 revenue split between the teams and their players - a significant change from the previous negotiation-based model.

As the stickers hit the market, many fans found the most sought-after items unaffordable, contrasting starkly with the prior system, which allowed fans to gamble on the chance of obtaining rare stickers. This led to a significant drop in the global trading volume for Major items. Aurora founder Valerii Kharitonov expressed dismay at the situation, referring to it as “by far the worst Major in terms of sticker sales.”

Organizations reported starkly lower revenue from sticker sales compared to previous Majors. A Stage 1 team disclosed earnings of approximately $60,000 from item sales, a stark contrast to Budapest's sticker revenue of around $600,000. The financial expectations set prior to the Major have fallen flat.

Moritz "Askadar" Straube of SINNERS pointed out how this update deflated hopes for his organization, which recently made its first Major. Budgets had been conditioned on past revenue models, and the current changes have thrown those projections into chaos. Many teams are now reevaluating player contracts, as the stipulations regarding sticker revenue appear outdated.

With continued uncertainty regarding the new system, organizations are struggling to adapt. Concerns over financial viability prompted Gaimin Gladiators to shut down their CS division, illustrating the dire conditions many face. As one organization lamented, “The stickers are what keep the dream alive... You kept chasing that carrot.”