The field of the globular cluster M10 (NGC 6254) was monitored between 1998 and 2015 in a search for variable stars. V-band light curves were derived for 40 variables or likely variables, most of which are new detections. Proper motions obtained within the CASE project indicate that 18 newly detected variables and 14 previously known ones are members or likely members of the cluster, including one RRc-type, three type II Cepheids, and 14 SX Phe-type pulsators, one contact binary, and six semi-regular red giants. As a by-product of the search we discovered a candidate binary comprised of main sequence stars with the record-short orbital period of 0.042 d. We also confirmed the photometric variability of the red straggler M10-VLA1 hinted at by Shishkovsky, who discovered this object spectroscopically. In Appendix 1 we show that CASE proper motion measurements are in a good agreement with those retrieved from the Gaia archive, while Appendix 2 presents evidence for low frequency γ Dor-type oscillations in SX Phe stars belonging to M10.