Working Effectively with Steam: Recommendations for Developers

Table of Contents:

• Taking the Naming Process for Your Game Seriously
• The Benefits of Creating a Steam Page for Your Project Early
• Consider the Importance of Game Content Localization
• Publish Your Game Development or Prototype on the itch.io Platform
• Creating a Steam Page Requires Proactive Action to Build Attention for Your Game
• A Cautious Approach to Social Media X: Don't Overthink It, But Don't Ignore It
• Even Introverted Developers Can Run a Successful Marketing Campaign
• Stop buying wishlists
• Don't be afraid to share a demo: it can increase interest in your game at the start of sales.
• Test the game before releasing the demo
• The optimal days for launching products are Monday and Wednesday
• The main goal after the launch is to get at least ten reviews of the game on the Steam platform.
• Be sure to indicate the game's status in Early Access
• Promoting the game through the creation of combined offers
• Creating your own events on Steam: your options
• Expect that a significant number of users will purchase your game just for formalities.

Simply creating a game page and waiting for the algorithms to take effect is not enough to achieve successful sales on the Steam platform. There are many nuances associated with working on this platform, from the announcement to supporting the project after its release. We offer a number of tips to help developers optimize their activities on Steam and avoid unsuccessful steps in the process of game promotion.

In the preparation of this material, excerpts from official Steamworks documentation, Valve reports, and articles by game marketing expert Chris Zukowski were used. Additionally, statistics from The GameDiscoverCo. were used as a source.

Take the process of choosing a game name seriously

Research conducted by Zukowski demonstrates that game names that are too long or too short (consisting of a single number or symbol), as well as attempts to optimize the name for search engines, do not affect sales. The Steam platform has a high rating on Google, which allows users to almost always find the desired title by entering the name of the game together with the words "game" and "steam" in the search bar.

When choosing a name, it is important to stop at an option that will Short, easy to pronounce, and memorable, while also reflecting the genre and essence of the game. Complex names can be difficult to pronounce and search for, making it difficult for streamers to discuss them with their audience and for viewers to find such games on the platform. On the other hand, names that are too simple are easily lost among the crowd, and remembering them can be a problem for users.

This material was prepared using excerpts from official Steamworks documentation, reports from Valve, and articles by game marketing expert Chris Zukowski. In addition, statistics provided by The GameDiscoverCo were analyzed.

Benefits of Creating a Steam Page for Your Project Early

For a developer, having a Steam page is vital, as it is difficult to predict when exactly a game, gameplay snippets, or promotional materials will become popular on social media. If a Steam page doesn't exist when interest in a project is piqued, players won't be able to add it to their wishlist.

For example, the developer of Cosmoteer released a pre-release version on itch.io and his official website. Soon, content creators stumbled upon the game and began actively creating videos featuring it. As a result, the combined views of all Cosmoteer videos exceeded 7 million. However, because the game didn't have a Steam page at the time, the developer missed out on the opportunity to attract thousands of potential wishlisters.

However, for a game to appear on Steam, it must meet five key criteria. First, it must choose a genre and visual style for the project. It must also prepare at least three game locations, create a high-quality capsule image, and film a trailer showing gameplay. These aspects were discussed in more detail in our previous article.

If you're having trouble creating content, especially with regard to game environments and trailers, Chris Zukowski recommends using available resources. For example, you could assemble a temporary version of the environment from existing assets, which would gradually evolve into a full-fledged game space.

A similar method can be used when creating a gameplay trailer. For example, if the idea is for the main character to dodge a boss's attacks, the boss doesn't need to perform all of his actions—a single, well-designed animation would suffice. Of course, all content should be developed in the game engine. At the same time, it is important to remain honest with the players: everything shown in the trailer should be implemented in the final version of the game, but with a higher quality of execution.

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In order to create To create an attractive Steam page and engage players, there are several important aspects to consider. Start with high-quality visuals: use bright and captivating images that capture the essence of your game. The cover art should be striking and memorable to stand out from other projects.

Then, don't forget about a meaningful description. It should be clear, informative, and engaging. Explain in detail the game's mechanics, its features, and what makes it unique. Use anecdotes or fascinating facts to add an element of interest.

Also, consider posting a trailer or gameplay video. This will help players better understand what they can expect, and dynamic footage can attract attention and make them want to try the game. Also, don't forget to add reviews and ratings if you already have them, as a positive reputation significantly increases the chances of success.

Interaction with the audience is crucial. Regularly update the information on the page, respond to player questions and comments to build an active community around your project. Having an active presence on forums and social media will also help attract more people to your game.

Finally, use keywords and tags to make your game more discoverable in searches. This will help players interested in certain genres or themes find your page faster. All of these measures combined will help create an attractive Steam page that can attract the attention of potential players.

Consider the Importance of Game Content Localization

The Steam platform offers two categories of localization: one for game pages on the site, and one for the games themselves. Developers have the opportunity to analyze data about the regions where users most often add a game to their wishlists. This information can help them understand which countries a project has the greatest chance of success after launch, which, in turn, allows them to determine which language to prioritize for translation.

According to Steam statistics for 2024, Simplified Chinese has become the most popular language among users, surpassing English by 0.2%.

It's no surprise that the Chinese gaming industry has been booming in recent years. The success of titles like Genshin Impact, Wuthering Waves, and Black Myth: Wukong clearly demonstrate that Chinese developers are capable of creating both free-to-play multiplayer games and AAA-level single-player projects. Furthermore, the government has shown a willingness to support those developing games that reflect Chinese culture. As a result, more and more people in the country are showing interest in games on the Steam platform—both local and international titles.

Therefore, when choosing localization, developers should primarily focus on Simplified Chinese, and also consider English if it is not their primary language, to achieve the widest audience reach. However, the emphasis largely depends on the product's genre.

Publish your game development or prototype on the itch.io platform

Itch.io can become a reliable platform for testing games and a reasonable alternative to Steam Early Access (we discussed the reasons why not all projects are suitable for this format in a previous article). Users of this platform are generally understanding of minor technical issues in builds and are willing to offer constructive feedback. Therefore, before presenting the demo version on Steam, it is advisable to place a small prototype on itch.io, which will allow you to refine the concept and improve the gameplay based on the feedback received.

Read See also:

Ten Common Mistakes to Avoid When Releasing a Game on Steam.

For example, the creators of the action roguelike Nimrods decided to use the itch.io platform to test their prototype. It was crucial for them to get player feedback on the gameplay mechanics and refine the project in collaboration with the community.

As a result, the web version of Nimrods gained significant popularity, having been played over 81,000 times. The developers later presented an improved version of the demo at the "Games Will Be" festival, while maintaining the previous build on itch.io. After the event, the demo was moved from Steam to itch.io. Throughout the development process, updates were released until the final version of the game was released on Steam, which has received over 1,200 reviews.

Interestingly, the project attracted a significant number of users during the release of the free demo on itch.io. However, this did not affect sales on Steam, since the version on itch.io was already outdated at that time.

Creating a Steam page requires active efforts to attract attention to the game.

At GDC 2025, Valve stated that external traffic does not affect the Steam platform algorithms. However, in reality, various media outlets, streamers, vloggers, and viral videos on social networks successfully contribute to the promotion of indie games. Users, inspired by such content, visit the Steam pages of these games and add them to their wishlists.

Zukowski believes that Valve's statement about traffic is puzzling, since this term refers to regular visits to web pages. The platform does not take them into account, since such visits can easily be artificially increased using bots. At the same time, using external traffic sources helps increase the number of desired products on wishlists, which in turn can lead to increased sales in the future.

A Cautious Approach to Promotion on Social Network X: Don't Overestimate It, But Don't Ignore It

Social network X, formerly known as Twitter, is quite popular among indie developers. They use this space to share their developments, discuss current events in the gaming industry, and participate in weekly flash mobs like "Screenshot Saturday," where anyone can showcase their achievements and share their game with a wider audience. However, there is a problem: user activity levels when it comes to games on this platform are quite low. Chris Zukowski conducted a study among his former clients and fellow developers, finding that the share of players attracted to Steam pages from X accounts for only 0.08% to 1.78% of total traffic.

Of course, there are exceptions. For example, short gameplay snippets from the immersive escape simulator Militsioner consistently garner thousands, sometimes millions, of views. The meditative diorama-building simulator Tiny Glade also has a strong reach. However, there's no universal list of magical qualities a game must possess to go viral on the X platform.

At the same time, X is perfectly suited for other, equally important tasks.

• Attracting publishers. Business developers and publisher scouts are actively working in this area. They constantly analyze screenshots and generally seek out promising projects. Sometimes they study posts made under anonymous accounts, trying to remain anonymous.
• Game engine manufacturers may take notice of a project. If a game looks impressive, these companies will certainly jump at the opportunity to showcase it, especially if the developer used their technology.
• Streamers actively research new games on X, and their posts reveal which projects interest them. Some of them are paid to review these games.
• Establishing contacts with developers. In particular, it makes sense to develop friendships with those who create similar games, which will allow you to share useful experiences. If necessary, they can recommend their colleagues for outsourced tasks, for example, an artist for a capsule image.
• Video game journalists actively use the X platform because they want to stay up-to-date on current developments. This creates a great opportunity to connect with them, especially if they're writing about projects similar to yours.

Even Introverted Developers Can Run a Successful Marketing Campaign

Zukowski emphasizes that many programmers are uncomfortable using social media and interacting with an audience. In fact, active engagement with the public doesn't always lead to increased interest in a project. For example, targeted advertising can sometimes be more effective than presenting a build in person at an exhibition. Furthermore, devlogs on YouTube are typically viewed by industry colleagues rather than future gamers.

Nevertheless, social interaction elements should still be considered as part of a marketing strategy. If you don't have dedicated resources to running Keymailer, you'll have to cold-mail streamers, indie creators, and publications, which will likely result in a lot of rejections. It's not the most fun, but it's an essential part of the marketing process. If you can't handle this task yourself, you can delegate it to someone on your team or hire an outside specialist.

According to research conducted by Zukowski, the following promotion channels generate the highest number of desired products.

• Steam festivals. A wide audience for the game without the need for investment.
• TikTok. Rapid growth in popularity and wide distribution of content in a short time.
• Streams and game reviews. Viewers tend to rely on the ratings and recommendations of those whose videos they like.
• Reddit is one of the largest international communities, bringing together many gamers from all over the world.
• In the world of gaming media, much is determined by both the policies of a particular publication and its reputation. For example, for an indie game to appear on the pages of IGN, it first needs to attract attention and become popular.
• Social network X demonstrates the lowest level of reach, but, as mentioned earlier, it is highly effective in other areas.

Stop buying wishlists

Steam does not provide users with information on the number of wishlists added for games. However, if you analyze the top positions of desired games on Steam using SteamDB and compare them with the number of subscribers, you can find certain discrepancies in the numbers. Subscribers are those who not only plan to purchase the game, but also closely follow all updates related to it.

In reality, there is a difference in the value of wishlists on Steam. This information was confirmed by a Valve employee in a conversation with Zukowski. The importance of the wishlist is closely linked to user activity, and the platform roughly classifies player accounts into three groups.

1. Low level. The account has no purchases and no recorded time spent playing games. Most likely, this is a bot.

2. Average activity level. The user account is characterized by a low level of engagement: the game library is small, and the application is accessed relatively infrequently.

3. Advanced level. An active Steam platform user: regularly accesses their account, makes a significant number of purchases, and actively creates a wishlist of games.

Therefore, it becomes clear that the focus is on attracting real users. It's not just about getting listed on SteamDB—some wishlists from real players can actually translate into sales in the future, while purchases from inactive accounts aren't worth it.

Don't be afraid to share a demo: it can boost interest in your game at launch.

More than a decade ago, renowned game designer Jesse Schell argued that game demos could have a negative impact on sales. However, in the modern context, such assertions are no longer relevant. Demos now serve as an important marketing tool in two key areas: they attract attention from streamers and Let's Players, and they open up opportunities for participation in Steam festivals.

In some situations, users may not complete a demo due to fear of spoilers. However, they can add the game to their wishlist without hesitation, relying on those they follow. Festivals like "Games to Be" see a significant increase in wishlists, as the game has a chance to appear on the platform's main page during the event.

For more detailed information on creating a high-quality demo, you can refer to Chris Zukowski's talk presented at GDC.

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Steam Festivals: A Complete Guide for Developers on How to Prepare for the "Games to Be" Event

Festivals on the Steam platform offer unique opportunities for game developers, allowing them to showcase their creations to a wide audience. One of the most significant events is the "Games to Be" festival, which opens the doors to independent and large studios.

To make the most of this festival, developers should consider several important points. First, they need to plan their actions in advance. This includes creating an attractive game page that will showcase key features and visuals that will interest potential players.

Furthermore, it is important to prepare a demo version that will allow users to immerse themselves in the gameplay and evaluate it. Make sure the demo file runs smoothly and provides a good user experience. Don't forget that successful game promotion also depends on active participation in social media and forums, where you can interact with players and receive feedback.

Marketing is also worth paying attention to. Creating a striking trailer that highlights the unique aspects of your game can be a decisive factor in attracting attention. It is important to think through a launch strategy and activity during the festival to make the most of this period and increase the number of people willing to try your game.

Finally, Steam Festivals can be a great opportunity for developers if they approach their preparation thoroughly. By planning your actions in advance and wisely organizing your resources, you can significantly increase your chances of success.

Test the game before releasing the demo

In mid-2024, the rules for releasing demos on the platform changed. Developers can now create a separate page for the demo and set the status to "Coming Soon". They also have the option to notify users who have added the game to their wishlists, including subscribers to the developer or publisher account, about the demo's release. However, this can only be done once.

The difficulty is that once the demo is ready, the number of wishlists may be insufficient, making the marketing strategy ineffective. However, playtests and beta tests should not be confused with the demo. This opens the opportunity to use them to increase the number of wishlists, which in turn will lay the foundation for a successful demo release. This method will allow you to attract a wider audience and prevent an unfinished product from appearing on the market.

More information about conducting beta tests and playtests in the Steam ecosystem can be found in a presentation prepared by Valve.

Optimal days for product launches are Monday and Wednesday

When choosing a time to launch an indie game, it is necessary to take into account that this period does not coincide with the release of anticipated AAA games, large festivals, or sales. In the context of days of the week, the most common times for releasing popular games are Thursday and Friday. The Steam platform does not recommend developers to release on weekends, as Steamworks support may be unavailable during this time. Tuesdays are usually marked by maintenance, which can last for several hours. This leaves Monday and Wednesday, with Monday appearing more preferable. This is because on weekends, developers can significantly increase the number of people wanting to add their game to their wishlist thanks to active promotion.

Don't worry too much if your project's release date coincides with the release of a well-known AAA game. GameDiscoverCo founder Simon Carless once conducted a study that showed that the impact of large titles on indie game sales is not always clear-cut. An important factor is the specific situation, in particular, the degree of similarity between the AAA game and your project. In addition, it is worth remembering that Steam is a huge platform with millions of users, and not all of them are interested in large projects.

The main goal after launch is to get at least ten reviews for the game on the Steam platform.

A unique feature of the Steam platform is that a significant portion of internal traffic to the game page begins to flow only after it receives at least ten reviews from users. It doesn't matter whether they're positive or negative—the important thing is that they're left by people who actually purchased the game, not just those who got it for free. Zukowski explains this by saying that the platform uses a kind of filtering to prevent low-quality games from appearing in recommendations.

It's important to note that this can be difficult for developers of small indie games, as not every player who purchases the game leaves a review. Therefore, it's important to strive to collect as many desirable games as possible on wishlists. Here are a few tips to help you quickly get your first ten reviews.

• Ask members of your community on Discord or social media to share their impressions of the game after purchasing it on Steam. It's important to emphasize that you don't offer any rewards for reviews. Explain why this is important to your project, and mention the platform's policies that emphasize the importance of honest and unbiased opinions.
• Before the launch, try to collect as many wishlists as possible. This number will directly correlate with how many users will purchase the game and possibly leave a review.
• A few weeks before the planned release, compile a list of people who might be interested in your project and are ready to support you. These could be family members, friends, colleagues, mentors, or acquaintances from your social circle. When the release time arrives, explain the point to them and ask if they can help you on launch day by purchasing the game, testing it, and leaving an objective review. Be sure to explain why you are unable to provide them with an access key.
• If several weeks have passed since the game's release and the number of reviews remains insignificant, continue working on its development. Regularly release patches based on the feedback received and make updates. Users will begin to understand that your project is not a fleeting one, which will increase their trust in the game and encourage them to leave reviews.

What to avoid: For developers, there are three key principles in the context of reviews on the Steam platform.

• It is prohibited to motivate users to write reviews using rewards. For example, you should not advertise that the first ten participants who leave their opinions will receive a special set of resources, unique visualization, or a 500 ruble money transfer to their card, and the like.
• Unlike mobile applications, the Steam platform limits developers' ability to include review requests in their games.
• It is prohibited to "misuse the review system or artificially influence it." This vague definition includes paid reviews created by agreement, as well as similar schemes. Typically, such reviews have similar characteristics and are written after 1-1.5 hours of play, even if the actual completion takes significantly longer.

Finally, you should not try to mislead the platform. These days, it is quite easy to spot a fake review among genuine ones. This method inevitably reduces the level of trust in the developer. Moreover, any user who suspects a review of dishonesty has the opportunity to contact Steam Support with a complaint. As a result, the platform may take various actions against the developer, which, in turn, will negatively impact the game's recommendations.

Be sure to indicate the game's Early Access status

In the discussion of tags, we noted that the first five in the list are the ones that are used by Steam algorithms. If the developers of an Early Access game do not indicate the "Early Access" tag in the Tag Wizard, the system will automatically add this tag, placing it at the top of the list.

However, players, as a rule, do not approach games in Early Access status with a specific purpose. Their attention is primarily drawn to the genre. Thus, the "Early Access" tag is only one of five categories used to search for similar games. This makes it difficult for the system to recommend your project.

Chris Zukowski recommends including the "Early Access" label in Tag Wizard and placing it at the very end of the list.

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To effectively promote your game on Steam and increase your chances of being recommended, it's worth paying attention to the use of tags. These tags help users find games that match their interests and influence the platform's algorithms.

The first step is to carefully select tags that most accurately describe your game. Research which tags are popular among similar projects and which of them are likely to attract your target audience. Avoid adding inappropriate tags, as this can lead to a negative reaction from users and reduce trust in your product.

The next important aspect is active participation in the Steam community. Regular updates, interaction with players, and participation in discussions will help create a positive image of your game. The more players talk about your project, the higher the likelihood that Steam algorithms will highlight it in recommendations.

It's also worth paying attention to marketing activities. Sharing information about your game through social networks, blogs, and forums can significantly increase the visibility of your project. The more players learn about your game, the more likely they are to leave positive reviews and add it to their wishlists, which will also positively impact its position in recommendations.

Finally, don't forget to monitor analytics. Understanding how users interact with your game and which tags generate the most traffic will help you adjust your promotion strategy and improve your project's visibility on the platform.

Promoting a Game by Creating Combo Offers

Bundles are a free tool on Steam that allows you to combine your game (or several) with projects from other developers, subject to their consent, into a single group. A widget with the bundle is located under the purchase button on the pages of all games participating in this promotion. The platform also offers bundles that include complete collections of series games, as well as special selections from publishers.

While bundles don't significantly reduce the cost of games, they significantly facilitate cross-promotion and attract more user attention, especially if the partner or partners have a stable audience. This is an effective way to collaborate without incurring significant costs. Furthermore, it's important to note that such bundles often become impulse purchases. We'll discuss this later.

Creating Your Own Steam Events: Your Options

Few people know, but developers on the Steam platform have the opportunity to organize their own event in the form of a sale. This can be an event dedicated exclusively to your games, if you have a sufficient number of them, or a theme, which requires cooperation with other developers. This approach provides additional visibility for all participants of the sale.

The venue has the right to refuse consideration of your application to organize an event for the following reasons:

• a broad range of topics (for example, “shooting with firearms”);
• the topic is too limited, since the proposed conditions are suitable for only one or two games;
• a vague definition (“Quality Games Festival”);
• The event appears to be an attempt at self-promotion.

More information on the application process and organizing your own events can be found in the Valve presentation.

Expect that a significant number of users will buy your game just as a formality.

According to data collected by GameDiscoverCo in conjunction with the GamingAnalytics.info portal, it turns out that the average Steam user has not launched 32.7% of the games stored in their library. However, the median player has never played 51.5% of their purchased games.

Information on the percentage of unplayed games on any open account can be found on SteamDB.

In the modern world, this type of "collecting" has become quite popular. It can be compared to how people make impulse purchases on online marketplaces. Some users become attached to certain genres and regularly purchase games, assuming that they will someday have time to play them. Others prefer to purchase games in bundles, as we discussed earlier. From this, we can conclude that not everyone who buys a game will become an active member of your community. And this is completely normal.

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The tips suggested earlier can help you find more effective methods for promoting your project both on Steam and outside of it. While success is not an absolute guarantee, each project requires a unique approach. At the same time, there are general principles for interacting with the platform that can significantly increase your game's visibility and drive more desired purchases.

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