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They found that in multiplayer games, players can make better and more valuable content than Valve themselves. So Valve is continually making new ways for these people to monetize their creations and get money from Valve. Some guy made $500k making TF2 hats. Also, they made an interesting way to pay pro Dota 2 teams to play; spectators can buy virtual banners and get a virtual item/reward at the end if their chosen team wins, and said team gets a portion of these banner sales. So a Gabe said a player like Dendi is expected to make around $100k a year just from this - this helps drive player-driven entertainment.