Why Euro Truck Simulator 2 just smashed its Steam record — and it’s not just the sale

Why this surprised me – and why it should surprise you too

This caught my attention because a 13-year-old simulator topping its all-time Steam peak feels like a punchline turned prophecy. Euro Truck Simulator 2 (made by SCS Software) didn’t just creep back into the zeitgeist – it exploded, hitting 72,686 concurrent players on November 30. And no, the discount isn’t the real story here. It’s the combination of two new DLCs, a streamer renaissance, and a community that treats trucking like a lifestyle.

• Nordic Horizons adds 40 Scandinavian cities, scenic routes and the driveable Nordkapp – landscape porn that streamers love.
• Forest Machinery introduces massive forestry cargo (wood chippers, log harvesters, mulchers) — new toy deliveries = new content loops.
• The 75% discount helps, but community events, viral clips, and bespoke setups created the momentum.

Breaking down the surge

Let’s be realistic: ETS2 has always been a slow burn. It’s not a AAA fireworks show every year — it’s a deep, patient simmer that keeps adding seasoning. Nordic Horizons is the kind of map DLC that clicks with that formula. Forty Scandinavian cities, fjords, snowy passes, and the ability to drive up to Nordkapp — plus chances to catch the Northern Lights — gives streamers beautiful backdrops for long-form content. That scenery isn’t just pretty; it’s repeatable, shareable, and perfect for long convoy streams.

Forest Machinery is the smaller sibling of the two, but it matters in gameplay terms. Hauling oversized forestry equipment like log harvesters and wood chippers changes how jobs play out — different weight distributions, awkward turning radii, and new loading challenges. Those are the small, tactile changes veterans love and new players find entertaining to watch.

Why now? The streamer effect, mods, and community rituals

You can’t separate ETS2’s spikes from its community. There’s a whole ecosystem: hardcore modders who overhaul maps and physics, virtual trucking convoys that pack hundreds of players into long processions, and role-playing streamers who treat a cross-country run like a radio show. Viral clips of people trying to tow enormous loads, or—my personal favorite—streamers careening down a mountain in a way no IRL truck would survive, bring eyeballs. When the scenery is this cinematic, it becomes content gold.

Also worth calling out: players invest in immersion. Custom rigs, multi-monitor setups, button boxes that cost more than some people’s furniture — it’s costly, but those viewers see the payoff in authenticity. That spectacle attracts both viewers and buyers.

What this actually means for players

If you’re new, yes, the current 75% off price (roughly $4.99 / £4.22 until Dec 11) is an insanely low-risk entry point. But buying the base game and expecting the full ETS2 experience without DLC is like buying a guitar and expecting to join a symphony. The map and cargo DLCs are where the game transforms: they add geography, challenge, and reason to keep driving.

For veterans, this surge is validation. SCS has kept supporting ETS2 with map expansions, trucks, and mechanical tweaks for over a decade. The newer promise of driveable coaches and continued map growth suggests the studio still sees long-term value in expanding the sandbox rather than pivoting to a sequel or abandoning the community.

Healthy skepticism: DLC fatigue and hidden costs

But let’s not romanticize everything. ETS2’s DLC model is extensive — map packs, truck packs, cosmetic bits — and the cost can add up. A new player can feel nickel-and-dimed if they want the “complete” experience. And the long tail of paid add-ons risks fragmenting lobbies: players with different DLC sets can’t access the same routes or cargo. That’s a design trade-off SCS needs to manage as the game grows.

Looking ahead — why this matters for the sim scene

ETS2’s new peak is a reminder that simulators age like fine craft beer: they get better with time if you keep them brewed right. This spike could nudge competitors and niche sim devs to invest in high-quality map DLCs and community tools, because players respond to sustained, sharable experiences more than to one-off launch hype. And for those of us who enjoy the odd, comforting madness of watching a convoy cross the Arctic Circle at dawn — well, the game’s future just got a little brighter.

TL;DR

Nordic Horizons and Forest Machinery gave ETS2 fresh content that streamers and communities could show off; the sale helped, but engagement did the heavy lifting. Expect more map DLCs, more community events, and yes — more ridiculous but glorious trucking livestreams.