How To Market A Game on Steam
TLDRThe video script offers a comprehensive guide on marketing a Steam game in 2022, highlighting the success story of 'Pegglin' and emphasizing the importance of genre selection. It details the evolution of Steam's approach to game curation and the impact on discoverability. The speaker, Chris Sukowski, shares insights on building wish lists, leveraging online festivals, and using streamers for visibility. He also discusses the ineffectiveness of certain marketing strategies like Twitter and press, urging developers to focus on demos, festivals, and streamers for better results.
Takeaways
- 📈 The success of a game like Peglin, which earned a million dollars in its first week, is attributed to a long-term marketing strategy rather than a sudden viral hit.
- 🎮 The median play time for Peglin is over an hour, indicating that a game's fun factor is crucial for retaining player interest and can lead to word-of-mouth promotion.
- 📚 Chris Sukowski, the speaker, is an industry expert who consults for major publishers and has given numerous talks on game marketing, emphasizing the importance of understanding market dynamics.
- 🌐 Steam's history shows a shift from a curated platform to one that allows more games, impacting how games are discovered and sold, with a current focus on sales and wishlist popularity in the algorithm.
- 🚀 The key to marketing a game on Steam in 2022 involves understanding the platform's audience preferences, such as a liking for dark settings and deep gameplay, and aligning game genres accordingly.
- 🔍 Genre selection is critical as it significantly influences a game's marketability and potential sales on Steam, with certain genres like roguelike deck builders being more popular and less saturated.
- 🎟️ Wish lists are essential for visibility and sales, with a goal of around 7,000 wishlists being a safe bet to get past Steam's algorithmic 'bouncer' and into the 'land of greenness'.
- 📈 Daily growth in wishlists and followers is incremental but impactful over time, requiring consistent marketing efforts to maintain visibility and interest.
- 🎨 The quality of a game's presentation, particularly the capsule art on Steam, is crucial for attracting attention and should be professionally designed to convey the game's genre instantly.
- 🎉 Exciting promotions like participation in festivals and streamer coverage are vital for generating wishlist spikes and should be a significant part of a game's marketing strategy.
Q & A
What is the significance of the game 'Pegglin' in the context of this marketing talk?
-Pegglin is highlighted as a recent success story in the talk, having earned a million dollars in its first week with about 80,000 units sold. It serves as an example of a well-executed marketing strategy over two years, including maintaining a free demo and participating in online festivals, which contributed to its high wishlist count and sales.
What role did streamers play in the marketing of Pegglin?
-Streamers played a significant role in Pegglin's marketing by providing extensive playtime and replaying the demo, which contributed to the game's visibility and popularity. The talk mentions that every red box in the provided example represents a streamer replaying Pegglin, indicating its appeal to streamers and their audiences.
Why are online festivals considered important for game marketing in 2022?
-Online festivals are considered a secret to marketing in 2022 because they provide an opportunity for games to gain visibility and attract wishlists. The talk suggests that being part of online festivals like Tiny Teams and Packs can significantly boost a game's marketing efforts.
What is the importance of a game's genre in its marketing strategy?
-Genre is crucial in a game's marketing strategy because it determines the target audience and the competition level. The talk emphasizes that certain genres are more popular on Steam and have higher median sales, while others are oversaturated and less profitable despite the developers' efforts.
How does the Steam algorithm change in 2019 affect indie games?
-The 2019 algorithm change on Steam favored games with higher wishlist and sales numbers, effectively curbing the 'shovelware' era. This change made it harder for games in the lower third of sales to gain visibility, thus requiring indie developers to work harder to stand out and get noticed by Steam users.
What is the recommended approach for getting a game past the 'invisible bouncer' in Steam's algorithm?
-To get past the 'invisible bouncer,' the talk suggests focusing on four key areas: having a game in a popular genre, building a significant number of wishlists (aiming for at least 7,000), ensuring daily growth in visibility, and conducting exciting promotions that can generate spikes in interest.
What is the recommended number of wishlists for a Steam game to be competitive in the market?
-The talk recommends aiming for at least 7,000 wishlists as a safe bet to get a game competitive in the market. This number is not exact but is based on observations of games that have successfully gained visibility and sales on Steam.
How can a game's capsule art influence its success on Steam?
-A game's capsule art is crucial as it is the first visual representation potential players see on Steam. It needs to quickly and effectively communicate the genre and nature of the game to attract the right audience and prompt them to wishlist the game.
What are the two main factors that a Steam page must convey to a potential player within seven seconds?
-The two main factors a Steam page must convey are the type of game it is and a demonstration of quality. The page should quickly inform the viewer of the game's genre and provide an impression of professionalism and appeal.
What is the advice given for using social media, particularly Twitter, for game marketing?
-The advice given for using Twitter is to focus on sharing the best and most appealing aspects of the game. However, if after one to two months there is no significant traction or viral response, it is recommended to pull back on Twitter efforts and focus on more effective marketing strategies like streamer engagement and participating in festivals.
What is the significance of having a professional-looking capsule for a game on Steam?
-A professional-looking capsule is significant because it is the most viewed element of a game's presentation on Steam. It is recommended to invest in hiring a professional illustrator to create the capsule art, as it can greatly influence a game's first impression and overall attractiveness to potential players.
How can a game's genre affect its marketing and sales potential on Steam?
-A game's genre greatly affects its marketing and sales potential because certain genres are more popular and have higher median sales on Steam. Choosing a genre that aligns with what Steam shoppers prefer can significantly increase a game's chances of success.
What are some of the key strategies for building a successful marketing campaign for a game?
-Key strategies include creating a demo and keeping it available for streamers, participating in online festivals, building wishlists over time, and ensuring the game's genre is popular among Steam users. It is also important to have a professional capsule and to demonstrate the game's quality on the Steam page.
What is the recommended approach for engaging with streamers for game marketing?
-The recommended approach is to create a demo of the game and keep it available for streamers to play. Reach out to streamers who specialize in the game's genre and have a history of engaging with indie games. Consistently reach out to a few streamers each week with a compelling pitch and a visually appealing GIF of the game.
How can participating in online festivals benefit a game's marketing?
-Participating in online festivals can significantly boost a game's visibility and wishlist count. Festivals like Steam's seasonal events or third-party organized ones can provide a platform for the game to be featured, leading to a substantial increase in interest and potential sales.
What is the importance of having a clear genre for a game when marketing on platforms like Steam?
-Having a clear genre is important because it helps potential players quickly understand what type of game it is and whether it aligns with their preferences. Steam shoppers tend to be genre-specific in their interests, so a game that cannot be easily categorized may struggle to attract a substantial audience.
What is the advice given for using press coverage in a game's marketing strategy?
-While press coverage can be beneficial, it is not as effective as other strategies like streamer engagement and festival participation. Press coverage should be part of a broader marketing plan but should not be relied upon as the primary method for gaining visibility.
How can a game's Steam page be improved to increase its appeal to potential players?
-A game's Steam page can be improved by ensuring it clearly communicates the game's genre, has high-quality visuals and gameplay footage, and demonstrates the game's quality and professionalism. The page should also be designed to impress potential players on a subconscious level, similar to the feeling of walking into an expensive hotel.
What is the recommended approach for building a game's follower count and wishlist numbers over time?
-The recommended approach is to engage in consistent marketing efforts over time, including reaching out to streamers, participating in festivals, and gradually improving the game's visibility on Steam. This should result in a gradual increase in wishlist numbers and followers, with occasional spikes from successful marketing efforts.
What are some of the key takeaways from the success of the game 'Valheim' in terms of marketing strategy?
-Valheim's success can be attributed to a long-term marketing campaign, having a clear genre that aligns with Steam users' preferences, participating in high-profile festivals, signing with a publisher that aligns with the game's genre, and maintaining a public beta that attracted streamers and players alike.
What is the significance of releasing multiple games in terms of increasing a developer's success on platforms like Steam?
-Releasing multiple games is significant because it increases a developer's visibility and reputation on the platform. The more games a developer releases, the more likely they are to stand out among the thousands of studios that only release a single game and then discontinue their efforts.
What is the recommended approach for developers who did not perform the minimum marketing efforts before their game's release?
-For developers who did not perform the minimum marketing efforts before release, it is recommended to continue reaching out to streamers post-launch and to participate in festivals. While it is riskier and may not yield the same results as pre-launch efforts, it can still help to increase the game's visibility and wishlist numbers.
What is the recommended timing for releasing a game in relation to Steam sales or festivals?
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Outlines
🚀 Launching a Successful Steam Game: Peglin's Marketing Strategy
The speaker begins by highlighting the success of the game 'Pegglin', which earned a million dollars in its first week, selling 80,000 units. The game's marketing started two years prior to launch, emphasizing the importance of an extended marketing timeline. The talk will delve into effective marketing strategies for Steam games in 2022, using 'Pegglin' as a case study. The speaker, Chris Sukowski, introduces himself as a game marketing consultant and speaker at GDC, offering insights into what works in game marketing based on his experience and data analysis.
🎮 The Evolution of Steam: From Curation to Algorithmic Discovery
This section covers the history of Steam's approach to featuring games, from the early days of a curated selection to the introduction of Greenlight and the subsequent 'shovelware' era. The speaker discusses the changes in Steam's algorithm that have favored sales and wishlist popularity, effectively creating a new phase of Steam's marketplace. The importance of understanding these changes for successful marketing is emphasized, with a focus on how the algorithm update has impacted game discoverability and sales.
🔍 Understanding Genre Preferences for Steam Success
The speaker provides an in-depth analysis of game genres and their performance on Steam post-2019. By using data from released games and their sales, the talk identifies which genres are over-saturated and under-performing versus those that are less common but have high median sales. The importance of genre selection in marketing is stressed, as it significantly impacts a game's marketability and potential for success on the platform.
🛠️ Crafting a Game That Sells: The Impact of Genre on Marketing
Continuing the discussion on genre, the speaker explains how certain genres are favored by Steam users, while others struggle to find an audience. Using examples and data, the talk illustrates the stark differences in sales and interest between genres like roguelike deck builders and pixel platformers. The speaker advises considering genre trends when deciding what game to develop, as this decision inherently affects marketing outcomes.
📈 The Power of Wish Lists and Algorithmic Visibility on Steam
Wish lists are highlighted as a critical component of Steam's algorithm for game visibility and sales. The speaker suggests aiming for at least 7,000 wishlists to surpass an invisible threshold within Steam's algorithm, which can significantly impact a game's discoverability. The talk explains the importance of a sustained marketing effort to build wishlists over time, rather than relying on a single viral moment.
🏔️ Navigating the Market: The Role of Genre in Game Discovery
The speaker discusses the importance of genre in game marketing, using the ski market in Tucson as an analogy to explain the futility of marketing games in genres that Steam shoppers are unlikely to purchase. The talk emphasizes the need to align game development with genres that have a proven demand on Steam, noting the stark difference in sales between popular and less popular genres.
🎨 Designing for Success: The Art of Crafting a Steam Capsule
This section focuses on the importance of a well-designed capsule on Steam, which is the first visual representation of a game that potential buyers see. The speaker advises against creating one's own capsule and instead recommends hiring a professional illustrator to ensure it effectively conveys the game's genre and quality within a few seconds. The capsule's role in attracting wishlist clicks is underscored.
🎉 Exciting Promotions: Boosting Visibility Through Festivals and Streamers
The speaker identifies festivals and streamers as the top methods for generating wishlist spikes and visibility for games on Steam. The talk provides data on the effectiveness of these methods, emphasizing the high return on investment for getting into festivals and the importance of creating demos to attract streamer attention. The section also discusses the role of social media, press, and other promotional channels in game marketing.
🌐 Online Festivals: Leveraging Steam's Seasonal Events for Maximum Exposure
The speaker discusses the importance of participating in online festivals, particularly Steam's seasonal events, as a strategy for gaining visibility and wishlists. The talk differentiates between various types of festivals and stresses the value of applying to these events, especially the Steam Next Fest, as part of a comprehensive marketing campaign.
📊 Analyzing Valheim's Success: Long-Term Marketing and Genre Strategy
The speaker deconstructs the success of the game Valheim, attributing it to a combination of long-term marketing, strategic genre selection, and high-quality game design. The talk details Valheim's pre-launch marketing campaign, including its participation in festivals, the use of demos, and its alignment with Steam's algorithmic preferences.
🔄 Persistence in Game Development: The Benefits of Releasing Multiple Games
In the concluding remarks, the speaker encourages developers to persist in creating and releasing multiple games, despite the initial challenges and potential failures. The talk highlights data showing that many studios discontinue after a single game release, and emphasizes the increased likelihood of success with subsequent games.
🤔 Addressing Post-Launch Visibility and Genre Challenges
The speaker addresses questions about post-launch visibility, suggesting continued outreach to streamers even after a game's release. Additionally, the talk discusses the difficulties of marketing games that don't fit clearly into defined genres on Steam, and the importance of aligning with recognizable genre categories for better discoverability.
Mindmap
Keywords
💡Steam Game
💡Wishlists
💡Marketing Scheme
💡Streamers
💡Online Festivals
💡Genre
💡Shovelware
💡Algorithm
💡Demo
💡PR (Public Relations)
💡Indie Games
💡Valheim
Highlights
Emphasizing the importance of marketing in the success of a Steam game, using the example of 'Pegglin' which earned a million dollars in its first week.
Highlighting the effectiveness of a two-year long marketing scheme for 'Pegglin', which included building wishlists and engaging streamers.
The significance of playtime statistics in indicating a game's popularity and catchiness, as demonstrated with 'Pegglin'.
The role of free demos and participation in online festivals as key strategies in game marketing.
The evolution of Steam's approach to game curation and the impact on marketing strategies from 2005 to the present.
The introduction of the 'secret bouncer' concept in Steam's algorithm that affects a game's visibility and sales.
The importance of understanding genre trends on Steam and how they can influence a game's commercial success.
The comparison of median sales across different genres, indicating which types of games are selling well on Steam.
The recommendation to focus on genres that have less competition and higher sales potential on Steam.
The discussion on the ineffectiveness of trying to sell games in genres that are not popular among Steam shoppers.
The emphasis on the importance of a game's genre in determining its marketing strategy and potential success.
The advice on creating a compelling Steam page to improve a game's visibility and wish list conversion rates.
The role of capsule art in quickly conveying a game's genre and attracting potential players on Steam.
The significance of maintaining a consistent and professional image across all marketing materials.
The various ways to gain visibility for a game, including festivals, streamers, and social media platforms.
The importance of participating in online festivals as a primary method for gaining wishlists and visibility.
The strategy of creating demos and submitting them to festivals as a way to build anticipation and interest.
The analysis of successful marketing campaigns, such as that of 'Valheim', and the factors contributing to its virality.
The encouragement to persist with game development and marketing, even in the face of initial failures.
Transcripts
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