What most bad-performing games have in common

Summary

Jonas Tyroller discusses the importance of Steam capsules (the images used on game pages) in a game’s marketing strategy. He explains how a poorly designed capsule can signal a lack of competence and negatively impact a game's success, while a well-designed capsule can boost interest and credibility. He stresses that while the capsule is not the only factor determining a game's success, a bad one often correlates with a bad game. Tyroller provides practical advice on creating effective Steam capsules, emphasizing clarity, genre communication, and emotional tone, and offers resources for improving capsule design.

Takeaways

• 😀 Steam capsules are crucial marketing assets for games and can significantly impact their success or failure.
• 😀 A bad Steam capsule often signals a bad game, as it reflects the developer's overall competence and attention to detail.
• 😀 Steam capsules must communicate the game's genre, vibe, and expectations within a very short time frame (often just a few seconds).
• 😀 Even with a good game, a poor Steam capsule is likely to result in poor sales, making it essential to invest time and effort into creating one.
• 😀 Steam capsules should be easily recognizable, even when displayed at small sizes (e.g., in Steam's search results).
• 😀 It's not about showing the exact art style of the game, but about conveying the emotional tone and overall vibe through the capsule design.
• 😀 Having a well-designed capsule increases the likelihood of a game being noticed and clicked on by potential players.
• 😀 The Steam capsule should instantly clarify the game's genre (e.g., sci-fi, crafting, adventure) and convey its emotional tone (e.g., horror, cozy, sad).
• 😀 You don’t need to hire a professional artist to make a good capsule. With free resources like fonts and basic editing tools, a high-quality capsule is achievable.
• 😀 Treat your Steam capsule with the same level of dedication as the game itself. If the capsule looks rushed, potential buyers will assume the game is too.

Q & A

What is the main topic discussed in the video?

The video discusses the importance of Steam capsules (thumbnail images) in marketing games on Steam, explaining how the design of these capsules can influence a game's perceived quality and sales potential.

How do Steam capsules affect a game's success?

Steam capsules are often the first impression a player gets of a game. A well-designed capsule communicates competence and the genre of the game, increasing the likelihood of players clicking through to learn more. Poor capsules, on the other hand, can signal a lack of effort or professionalism, leading to lower interest and sales.

What does a bad Steam capsule typically signal about a game?

A bad capsule often signals that the developer has not paid attention to detail, which can lead to the assumption that the game itself may lack quality or professionalism.

What is the connection between the quality of a Steam capsule and the quality of the game?

While a bad capsule doesn't necessarily guarantee a bad game, the video suggests that games with poor capsules are more likely to perform poorly. It reflects the developer's overall attention to detail and competence, both of which influence a game’s success.

What are the key elements of a good Steam capsule?

A good Steam capsule should clearly convey the game's genre, expectations, and emotional tone. It should be recognizable even in small sizes and use effective visual design to capture interest. The capsule should also communicate the vibes of the game, not just its visual style.

Why are Steam capsules so important for game marketing?

Steam capsules serve as a critical marketing tool by giving potential players a quick visual understanding of what the game is about. They often appear on key pages like the Steam front page or in 'new and trending' sections, making them a vital part of a game's visibility and appeal.

What are the three main things a Steam capsule needs to communicate?

1. The genre of the game. 2. The emotional tone of the game (e.g., is it a horror game or a cozy game?). 3. A clear visual design that works even in smaller sizes, ensuring it's recognizable.

How does the use of fonts play into the effectiveness of a Steam capsule?

Fonts are a crucial element in making a Steam capsule recognizable and fitting the game’s theme. The video suggests using fonts that align with the vibe of the game, such as fantasy or futuristic fonts, and making sure the text is legible even in smaller sizes.

What is the role of the focal point in a Steam capsule design?

The focal point of a Steam capsule is typically a character from the game, preferably with a face. Faces are easier for people to connect with, and having a strong focal point helps draw attention and makes the capsule more engaging.

What practical steps can developers take to create a good Steam capsule?

Developers should start by selecting a good font for the game’s title, choose a strong background art that represents the game’s environment or concept, and select a focal point (usually a character). These elements should be combined in a clear and visually appealing layout that communicates the game’s vibe and genre.