Top Ways to Promote your Steam Video Game

Competition is fierce in the video game world. In 2023, no less than 14535 games have been published on steam ! It’s around 39 new game per day !

You need to learn to stand out and use all available means to highlight your game!

In this blog post, I’ll assume you’re an indie game developer or part of a small team. I’ll share my advice based on several years of experience as a game creator with my game : Ortharion The Last Battle

Create Your Steam Page Early

Early Steam Page Creation

Don’t wait until the final stages of development to start promoting your game. Steam heavily utilizes wishlists, with a critical goal of reaching around 5,000 wishlists. Starting early is essential to achieve this.

Benefits of Early Promotion

Launching your Steam page early offers substantial benefits for your game’s success:

Enhanced Visibility: Early visibility increases your game’s exposure, attracting more potential players and boosting wishlist numbers.
Community Engagement: Build a community around your game from the outset. Engaging with players, gathering feedback, and fostering a loyal fan base are crucial for long-term success.

Importance of a Polished Page

Neglecting your Steam page can be detrimental. Ensure everything is perfect from the start, as first impressions matter. Visitors may not return if they encounter issues or an incomplete presentation.

Additional Tips for Creating Your Steam Page

While creating your Steam page early is crucial, there are a few more tips to ensure its success:

High-Quality Assets: Invest in high-quality visuals for your Steam page, including the game logo, screenshots, and trailer. These assets should accurately represent your game and attract potential players.
Detailed Game Description: Provide a detailed and engaging description of your game. Highlight its unique features, storyline, and gameplay mechanics. Make sure to update this regularly with new information and development progress.
Regular Updates: Keep your community engaged with regular updates about your game’s development. Use the Steam community features to interact with your players, answer questions, and gather feedback.

Create a Good Trailer

We previously discussed the importance of having a compelling Steam page, and the trailer is a crucial part of that. The trailer will be featured on numerous websites and YouTube channels, so don’t neglect it. Consider hiring a freelancer or a specialized company to boost your chances of success.

Importance of a High-Quality Trailer

The trailer is often the first impression potential players will have of your game. A well-crafted trailer can captivate your audience and generate excitement. Here are some quick tips for making a good trailer:

Duration: Aim for a little over a minute.
Impactful Start: Ensure the rhythm is impactful from the beginning to maintain a high retention rate.
Rhythm Variation: Vary the rhythm to keep viewers engaged.
Release Date: If you have a release date, include it at the end.

Quick Tips for an Effective Trailer

Highlight Key Features: Focus on showcasing the most exciting aspects of your game.
Use Engaging Music: Choose music that matches the mood and pace of your game.
Keep It Concise: Avoid overwhelming viewers with too much information; keep it concise and to the point.
Professional Quality: Ensure high production values to make your trailer look polished and professional.

Utilize Social Media

In the competitive world of video games, leveraging social media effectively can make a significant difference in your game’s success.

Understanding Audience Engagement

Firstly, it’s crucial to distinguish between sheer views and qualified visits. While garnering 5000 views on Twitter for a new game mechanic may seem promising, it’s important to consider that Twitter tends to attract an audience similar to yours if you’re highly active. They may leave comments and likes, but few may add your game to their wishlist or make a purchase. Similarly, vlogs can attract some interest, but YouTube’s algorithm offers more potential for reaching a qualified audience.

Targeting the Right Audience

To maximize your social media efforts, focus on content that appeals directly to your target audience. Consider dynamic gameplay videos, tactical insights, visually appealing landscapes, cute moments accompanied by engaging music, and other captivating visuals.

Create a Discord Community

Establishing a Discord server for dedicated players allows you to engage regularly and showcase ongoing game developments. This community often provides valuable constructive feedback and support, making them your most enthusiastic advocates. Take advantage of this opportunity to foster a loyal player base and strengthen community bonds.

Reaching Out to the Press

In the competitive world of video games, contacting the press can significantly boost your game’s visibility and credibility. Here’s how to effectively approach media outlets and influencers to promote your game:

Direct Outreach Strategy

When reaching out to gaming news websites and influencers on platforms like YouTube and Twitch, it’s crucial to be proactive. Provide a comprehensive press kit and a CD key for your game upfront, preempting their request. This approach minimizes friction and increases the likelihood of them reviewing or featuring your game.

Prepare a Press Kit: Include essential information about your game, such as press releases, screenshots, gameplay footage, and key features.
Offer a CD Key: Provide access to your game without waiting for them to ask, facilitating a smoother review process.
Target Relevant Outlets: Reach out to gaming websites, influential YouTubers, and Twitch streamers who align with your game’s genre or style.

Engaging with Influencers

YouTube and Twitch Influencers: Identify influencers who create content similar to your game’s genre or target audience. Personalize your outreach to demonstrate why your game would resonate with their followers.
First Impression Reviews: Seek out influencers who specialize in first impressions or reviews. Offer them early access to your game to create buzz and anticipation among their audience.

Building Relationships

Follow-Up: After sending out press kits and CD keys, follow up to ensure they received everything and offer further assistance or information.
Networking: Attend gaming conventions, online forums, and virtual events to network with journalists, bloggers, and influencers. Building personal connections can lead to long-term partnerships and coverage opportunities.

Creating a Website and Blog

In the competitive landscape of video game development, establishing a website and blog can enhance your game’s visibility and credibility. Here’s why and how you should consider this strategy:

Importance of a Dedicated Website

While not mandatory, having a dedicated website signals your commitment and professionalism. It serves as a central hub where potential players, journalists, and influencers can learn more about your game and your team.

Showcase Your Game: Display screenshots, trailers, and gameplay footage to captivate visitors and showcase your game’s unique features.
Provide Information: Include details about the storyline, characters, gameplay mechanics, and development progress.
Contact and Support: Offer easy access to contact information and support channels for inquiries and feedback.

Leveraging a Blog

Creating a blog can attract additional traffic and interest in your game, but it should be strategic:

Targeted Content: Focus on topics related to your game’s development process, industry insights, or technical aspects that can engage and educate your audience.
SEO Optimization: Incorporate relevant keywords that potential players might search for, enhancing your blog’s discoverability.
Regular Updates: Keep your blog updated with fresh content to maintain audience engagement and attract new visitors.

Maximizing Impact

Integration with Social Media: Link your blog posts to your social media channels to amplify reach and engagement.
Community Interaction: Encourage discussion and feedback from your audience through comments and social media interactions.
Promotional Opportunities: Use your blog to announce updates, milestones, and special events related to your game.

By creating a professional website and maintaining a strategic blog, you can effectively build credibility, attract a wider audience, and ultimately increase interest and sales for your game. This online presence serves as a powerful tool to showcase your passion and commitment to potential players and stakeholders.

Paid Advertising

Paid advertising can significantly boost your game’s visibility and attract potential players. Here’s how to strategize effectively:

Assessing Cost and Feasibility

Consider the price point of your game before investing in paid advertising. Games priced under 10 dollars may not yield a positive return on investment due to acquisition costs potentially exceeding revenue per customer.

Target Audience Analysis: Evaluate your target audience’s spending habits and determine if they are likely to convert from ad exposure.
ROI Calculation: Calculate the cost per acquisition (CPA) and compare it against your game’s average revenue per user (ARPU) to ensure profitability.

Benefits of Top Wishlist Placement

Achieving top wishlist status on platforms like Steam can create a ripple effect, driving organic interest and subsequent sales:

Visibility Boost: Higher wishlist rankings increase exposure to a broader audience, potentially leading to more organic downloads and purchases.
Long-Term Benefits: Initial customers acquired through paid ads may become profitable over time as your game gains traction and positive reviews.

Strategic Approach

Platform Selection: Choose advertising platforms that cater to gamers, such as Google Ads, or social media channels with gaming-specific targeting options.
Creative Messaging: Craft compelling ad copy and visuals that highlight your game’s unique selling points to capture attention and encourage clicks.
Monitoring and Optimization: Continuously monitor ad performance, adjust targeting parameters, and optimize campaigns based on real-time data to maximize ROI.

Remember, achieving top wishlist status on Steam can create a domino effect, potentially turning initial non-profitable customers into profitable ones over time. This underscores the long-term benefits of strategic advertising and the importance of visibility in driving sustained interest and sales for your game.

Creating a Prologue and Demo

Utilizing Steam’s platform, which charges $100 for a store page but refunds this fee upon surpassing $1,000 in sales, can be advantageous for game developers. Here’s how to leverage prologues and demos effectively:

Benefits of a Prologue

Creating a prologue for your game allows you to capitalize on the visibility of a new release to attract new players and gather feedback:

Engage Early Interest: Introduce players to your game’s world and mechanics, generating anticipation for the full release.
Gather Feedback: Early adopters can provide valuable insights to refine gameplay and address issues before the official launch.

Importance of a Demo

Similarly, offering a demo can mitigate risks associated with negative reviews and attract potential buyers:

Risk Mitigation: Players can test the game before purchasing, reducing the impact of negative feedback on initial impressions.
Conversion Opportunity: Positive experiences from the demo can motivate players to purchase the full game, increasing sales potential.

Enhanced Visibility on Steam

Steam categorizes certain game pages under demos or free-to-play, enhancing visibility and discoverability:

Increased Exposure: Your game gains exposure on pages specifically dedicated to demos or free games, expanding its reach to a broader audience.
Access to Targeted Audiences: Players actively seeking demos or free games are more likely to discover and engage with your game, boosting potential downloads and purchases.

By strategically utilizing prologues and demos on Steam, developers can enhance visibility, gather valuable player feedback, and ultimately increase sales potential upon full release. This approach not only optimizes marketing efforts but also establishes a strong foundation for building a dedicated player base.

Mastering Game Reviews on Steam

Importance of Early Reviews

Achieving your first 10 reviews quickly upon release is crucial for your game’s visibility on Steam. Encourage friends and supporters to purchase your game (free keys don’t count) to trigger Steam’s initial visibility boost. This early boost can significantly impact your game’s discoverability among Steam users browsing new releases.

Leveraging Positive Ratings

Understanding Steam’s rating thresholds is essential to maximizing visibility:

Positive Review Milestones: Steam recognizes games with a high percentage of positive reviews. At 50 reviews, your game can earn a « Very Positive » label, indicating strong player satisfaction. Achieving over 95% positive reviews can elevate your game to « Overwhelmingly Positive, » a prestigious label that attracts more players and increases your game’s ranking in search results.

Maintaining Reputation

Strategically managing negative reviews is crucial for long-term success:

Selective Engagement: Steam recommends selective engagement with reviews. Focus on detailed negative feedback that provides actionable insights. Addressing these concerns promptly and effectively can turn dissatisfied players into advocates for your game.
Follow-up Strategy: After significant updates (e.g., 3/6/9 months later), revisit negative reviews. Acknowledge improvements and invite players to reassess the game. This proactive approach often results in updated reviews that reflect the positive changes made over time.

Community Engagement

Active participation in the community hub is essential for building a loyal player base:

Addressing Issues: Respond promptly to bug reports and technical issues. Provide immediate workarounds and timelines for upcoming patches and hotfixes. Transparent communication and swift action can mitigate frustration and improve player satisfaction.
Turning Negatives into Positives: Engaging with players in a constructive manner can turn negative experiences into positive ones. Players appreciate developers who listen, respond, and continuously improve their games based on community feedback.

By mastering these strategies for managing reviews and community engagement on Steam, you can enhance your game’s reputation, visibility, and ultimately, its success in the competitive gaming market.

Enhancing Game Visibility Beyond Steam

Engaging in Forums and Video Comments

Participate actively in gaming forums and video comments to increase your game’s visibility:

Forum Engagement: Share your game on relevant forums when users seek recommendations. For instance, if someone asks for puzzle game suggestions, mention your game if it includes puzzle elements. Clarify your game’s genre to avoid misleading users.
YouTube Comments: When watching gaming content like « Top 10 RTS Games for 2025, » leave a comment mentioning your game (without links to avoid spam filters). This subtle promotion can capture the attention of content creators and potential players alike.

Selling Game Keys

Explore platforms that sell game CD keys to reach more players and potential influencers:

Platform Diversity: Register your game on multiple platforms where players buy CD keys. This approach not only expands your game’s availability but also increases your chances of attracting influencers who prefer these platforms.
Affiliate Opportunities: Platforms often offer affiliate programs, allowing content creators to earn commissions through sales of your game. Maximizing your presence across these platforms can lead to broader exposure and sales opportunities.

Gaming CD Key Platforms

G2A

G2A is a popular platform for buying and selling digital products, including game keys. Influencers and content creators can earn commissions by promoting games sold on G2A.

Fanatical

Fanatical offers a wide range of game bundles and discounted game keys. Affiliates earn commissions through referrals to Fanatical’s store, featuring curated collections of games.

GamersGate

GamersGate provides a platform for purchasing game keys and digital downloads. Affiliates can earn commissions by promoting games available on GamersGate, catering to a diverse gaming audience.

Green Man Gaming

Green Man Gaming offers a variety of digital games and game keys. Affiliates earn commissions on sales generated through their referral links, leveraging Green Man Gaming’s extensive catalog.

Kinguin

Kinguin operates as a global marketplace for digital products, including game keys and software. Affiliates can earn commissions by promoting Kinguin’s products, which include games from various genres and publishers.

Humble Bundle

Humble Bundle is renowned for offering game bundles and supporting charity. Affiliates earn commissions by promoting Humble Bundle’s unique offerings, appealing to socially-conscious gamers.

CD Keys

CD Keys specializes in discounted game keys and digital downloads. Affiliates can earn commissions by promoting CD Keys’ wide selection of games across multiple platforms.

GOG

GOG (formerly Good Old Games) offers DRM-free games and digital downloads. Affiliates earn commissions by promoting GOG’s catalog of classic and modern games, emphasizing consumer-friendly policies.

These strategies provide a solid foundation for enhancing your game’s marketing efforts on Steam and beyond. While each area offers room for deeper exploration, implementing these tactics will help increase visibility and engagement with your target audience.