Secrets of Steam's Discovery Algorithm – Chris Zukowski | IMPRESS Mini Marketing Summit 2023 (1/4)

Summary

The speaker, a game marketing expert, discusses strategies for successfully promoting indie games on Steam. He explains how Steam's algorithm curates games, rewarding those that gain visibility through demos, streamers, or PR events. He emphasizes the importance of building early visibility and 'blessing' from Steam’s algorithm to extend a game's promotion period. The speaker also highlights the challenges indie developers face with mid-tier games and offers insights on boosting a game's chances of success. He promotes his resources, including a free book and discounted courses, and offers consultations through Zoom office hours.

Takeaways

• 📊 Understanding Steam's Algorithm: Steam uses an algorithmic curation system that promotes games based on visibility and engagement, not purely on sales or quality.
• 📈 Visibility Shocks Matter: Games that experience a 'visibility shock,' such as streamers playing the game or a demo launch, often get 'blessed' by the Steam algorithm, increasing their exposure.
• 👀 Pre-release Blessing: Steam can start promoting games even before they are released if they notice significant activity, such as wishlist growth or external buzz.
• 🎯 New Marketing Strategy: Successful games often extend the 'blessed' period by launching early demos and maintaining visibility long before the official release, contrasting with the traditional marketing approach of focusing efforts just before launch.
• 📉 The Indie Zone of Sadness: Many games get stuck with positive reviews but limited sales because they haven't reached the financial threshold (around $250,000 gross) that triggers broader promotion by Steam.
• 🕹️ Real Steam vs. Algorithmic Steam: Real Steam curation is based on performance metrics like sales velocity and visibility rather than subjective quality assessments by Valve.
• 🧩 No One-Size-Fits-All: Success on Steam requires either a visually appealing game or one that is exceptionally fun. Marketing can help, but the game's quality is the primary driver.
• 🚀 Long-term Visibility Pays Off: Games that stay visible longer, like through continuous demos or betas, can sustain their momentum and enjoy extended promotion on Steam.
• 📉 Consistent Conversion Rates: Games like CosmoTear maintained consistent wishlist conversion rates over years, debunking the myth that early interest diminishes over time.
• 📚 Free Resources and Classes: The speaker offers a free book on common indie marketing mistakes and periodically discounts his paid classes, helping developers better navigate the Steam landscape.

Q & A

What does the speaker mean by 'being blessed' by the Steam algorithm?

'Being blessed' refers to when a game's visibility on Steam increases significantly due to the platform's algorithm. This happens when the game gets attention through external factors like streamers, PR campaigns, or a demo launch, prompting Steam to feature it in various widgets, such as the Discovery Queue, increasing exposure to potential buyers.

Why does the speaker believe curation alone won't fix the issue of too many games on Steam?

The speaker believes that while curation might help, it wouldn't solve the problem because many unique and unconventional games that might not look promising initially, like 'Vampire Survivors' or 'Rule the Waves 3,' have found success. Curation might prevent these innovative games from reaching audiences.

What is the 'visibility shock' and how does it impact games on Steam?

A 'visibility shock' occurs when a game receives a significant amount of attention, such as through media coverage or streamers. This surge in visibility signals to Steam's algorithm that the game is gaining momentum, leading to more exposure through Steam's features and resulting in increased impressions and wishlists.

What strategy does the speaker suggest for maintaining prolonged visibility on Steam?

The speaker suggests launching a Steam page early, well before the game's release, and continuously generating attention, such as by releasing a demo. This allows the game to stay in the 'blessed' zone for an extended period, maximizing exposure over months instead of just the typical two-week window around the launch.

How do demos help in getting a game 'blessed' by the Steam algorithm?

Demos help attract attention from streamers and players, which in turn leads to higher wishlist counts and external visibility. This signals the Steam algorithm to promote the game more aggressively, as seen with games like 'Dome Keeper' and 'Peglin,' which experienced rapid growth after their demos were launched.

What is the 'sad indie zone' according to the speaker?

The 'sad indie zone' refers to the situation where indie games receive many positive reviews (often around 150-500 reviews) but struggle to gain traction in sales. These games fall into a mid-tier category where they are not making enough sales for Steam to promote them further, leading to stagnation in visibility and growth.

Why does the speaker say that having a visually appealing game is not always necessary for success on Steam?

The speaker mentions that while visually appealing games can go viral on platforms like Twitter or TikTok, games that are fun and engaging, even if they aren't as visually stunning, can still achieve success. Examples include games with simple pixel art like 'Peglin,' where the gameplay drives interest rather than the visuals.

How does Steam's algorithmic curation affect games that don't generate enough sales?

Steam's algorithm tends to suppress games that don’t generate significant sales or visibility. These games are still available on Steam, but they aren’t promoted heavily or featured in prominent areas, making it harder for them to gain exposure and continue growing.

What does the speaker mean by the 'new model' of marketing games on Steam?

The 'new model' refers to a shift in game marketing strategies where developers create a Steam page and release a demo early in the development process. This allows them to generate momentum over a longer period and stay in Steam's promotional cycle (the 'blessed zone') for months, increasing their chances of success at launch.

What factors can lead to a game getting 'blessed' by the Steam algorithm?

Factors include having a successful prior game, cross-promotion, participating in major festivals like E3, streamers or influencers playing the game, public beta releases, viral Reddit or social media posts, and successful demos. These factors help generate visibility that draws the attention of the Steam algorithm.