Google is discontinuing support for Steam on Chromebooks as of January 1, 2026, officially ending a beta program that never gained significant momentum.
This announcement was quietly served to users via a pop-up, which informed them that unless they had installed games after this date, their games would no longer function. For many, this was the first time they had ever heard that Steam runs on Chrome OS.
The real question isn’t why Steam is going. Unfortunately, that makes sense because the beta was launched in early 2022 and has still not been fully released. Most Chromebooks lack the horsepower to run modern PC games, and cloud gaming has effectively filled this void, rendering local installs largely useless.
What’s more interesting is what comes next. When large publishers close one door, others usually open. Browser-based and Web3 games are already well-positioned for the moment, and crypto marketing agencies are watching this trend with excitement.
Browser Games Are Getting Good
In the past, browser games were limited to basic mobile ports or simple Flash games. Now, thanks to modern web technology, more sophisticated games can be played directly from a browser, without the need to download or install them.
HTML5, WebGL, and WebAssembly place a significant strain on what browsers can do. You can even play full 3D games with good graphics right from your browser tab. No Steam client. No large, cumbersome downloads. Click on a link to open the game and start playing.
This makes sense on Chromebooks, which are tailored around the browser. Why fight against the design when you can leverage it?
This is where crypto and web3 games come in. Many of these games are played through browsers and are becoming increasingly streamlined. Games like Hunters On-Chain are available on both web and mobile, and many similar games will follow suit.
Marketing Agencies Smell Opportunity
Crypto marketing agencies have been watching the gaming space for years. They recognise that gamers are early adopters who are willing to spend money on digital goods. If browser-based and Web3 games become the default option for Chromebook users, that’s a market worth targeting.
These agencies are already preparing campaigns. They’re looking at how to position browser games as the natural next step after Steam. The pitch writes itself: no downloads, no hardware requirements, play anywhere.
For Web3 games, the marketing gets trickier. The crypto winter of recent years has left a bad taste in many gamers’ mouths, as many projects overpromised and underdelivered.
These new projects need to attract gamers and enthusiasts with website structures that also enable them to rank well in search engines (source: https://nuco.io/).
Expect to see more content creators sponsored to play browser-based games. Expect influencer campaigns that focus on accessibility and convenience. The message will be simple: you no longer need expensive hardware to enjoy gaming.
Web3 Gaming Helps Gamers Transition
Web3 games have had a reputation for being problematic. The first wave in 2021 was primarily about tokens and offered low-quality gameplay, leaving players disillusioned by games that were essentially financial investments with a thin layer of entertainment.
That is changing. Games like FIFA Rivals are bringing Web3 mechanisms into sports games without them feeling like blockchain experiments. Digital items are NFTs that are owned, but the experience is similar to any sports game today.
The main appeal for Chromebook users is the experience. These games run in a browser, with minimal hardware requirements, and are compatible with various devices. For example, if someone starts playing on a Chromebook, they can easily continue playing on a phone or tablet without having to start over.
Then we have the play-to-earn model. Several Web3 games reward players with tokens that are tradeable or sellable on an open market. Whether that’s sustainable in the long term is still up for debate, but it’s an incentive that traditional browser games don’t offer.
What is This Going to Bring to the Gaming Industry?
While the departure of Steam on Chromebooks may seem like a small issue, it is more indicative of a pattern. Typically, PC gaming has relied on expensive and powerful hardware that many people cannot afford or do not have access to. Browser-based gaming solves this.
Indies will also have some new possibilities. You can create a game that runs in any browser and supports Chromebooks, tablets, or low-end laptops. There is an audience there, and an audience excited to see Realism again.
We still have to see if Web3 games create lasting value beyond speculation. Assuming they rely on gameplay and enhance the experience instead of being the core of it, they could find a receptive audience on a much broader scale among displaced Chromebook gamers.
Key Points to Watch in the Transition:
- No Downloads: The convenience of playing directly in the browser without having to download large files will be a huge selling point for gamers.
- Web3 Games in the Browser: Games like Hunters On-Chain demonstrate how Web3 games can be easily accessible through web browsers without sacrificing quality.
- Minimal Hardware Requirements: For Chromebook users, Web3 games will offer the opportunity to play sophisticated games with minimal hardware requirements.
- Play-to-Earn Incentives: Web3 games that offer players the opportunity to earn tokens or digital items could become a key selling point.
- Influencer Campaigns: Expect to see a surge in content creators promoting browser-based games, with a focus on accessibility and convenience.
- Marketing for Gamers: Crypto marketing agencies will need to focus on fun and engaging experiences rather than the financial side of Web3 to gain traction.
