Secrets of Steam's Discovery Algorithm – Chris Zukowski | IMPRESS Mini Marketing Summit 2023 (1/4)
Summary
TLDRThe 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.
Outlines
🍻 Introduction and Apology for Not Being Live
The speaker expresses regret for not being able to attend live and explains how they tried to recreate the experience virtually. They humorously reference Googling a drink and imagining participating in the event despite it being early morning. The speaker writes a weekly blog on game marketing and offers free classes on how to create a Steam page. They have also consulted with game developers on marketing strategies and understanding Steam's unique ecosystem. The goal of this talk is to explain how Steam's visibility and curation system works.
🕹️ Steam's Secret Curation System
The speaker highlights that Steam does have a form of curation, despite common belief that it lacks one. They explain that even before a game goes on sale, Steam’s algorithm begins 'blessing' certain games by giving them visibility. This is based on factors like Impressions and external visibility, often influenced by major events like PR campaigns or streamer interest. Examples are given, such as the games 'Peglin' and 'Dome Keeper,' which gained visibility after external visibility spikes, leading to higher wishlists and 'blessings' from the Steam algorithm.
📈 Maximizing Your Game's 'Blessing' on Steam
The speaker explains how modern marketing strategies for games have evolved. Instead of focusing on a short promotional window right before release, developers should extend the 'blessed' period. By launching a Steam page and demos early, games can maintain high visibility on Steam for months before the official release. This strategy helps games stay in the algorithm's favorable position for longer, increasing their chances of success. Examples like 'Peglin' demonstrate how games can ride this visibility wave for extended periods.
🎮 Indie Games and Cohort Conversion Rates
The speaker debunks the fear that gamers get 'tired' of a game if it stays in the 'blessed' period for too long. They showcase data from games like 'Cosmoteer' and 'Zero Sievert,' which maintained consistent conversion rates even after being visible on Steam for years. Even games with long development cycles like Zelda remain highly anticipated. The speaker encourages developers to get blessed as early as possible and extend that visibility period as much as possible for long-term success.
💰 The Harsh Reality of Steam Curation
The speaker discusses the revenue disparity among indie games on Steam, showing that while top games make millions, the median indie game earns around $1,000. Steam uses an algorithm to promote certain games while others get 'curated out.' Games that don’t reach significant sales quickly enough tend to get less visibility, even if they have positive reviews. The speaker calls this 'real Steam' and describes how games with gross revenue under $250,000 can struggle to break through the platform’s curation algorithm.
🔮 Getting Into 'Real Steam'
The speaker concludes by emphasizing that the key to breaking into Steam’s visibility system is having a great game. While marketing plays a role, it’s ultimately the game itself that determines whether it will capture attention. Games need to either be visually stunning or exceptionally fun to play. They encourage developers to focus on getting blessed by the algorithm and maximizing the time their game spends in the 'blessed' state. They also offer a free book on avoiding marketing mistakes and mention their upcoming discounted class on game marketing.
Mindmap
Keywords
💡Steam
💡Curation
💡Visibility shock
💡Blessed by the algorithm
💡Impressions
💡Discovery queue
💡Demo
💡Wishlists
💡Steam algorithm
💡Cohort conversion rate
Highlights
The speaker explains how they recreate the scene by finding a bar on the internet, highlighting the virtual approach due to not being present.
The speaker runs a weekly blog on howtomarketagame.com and offers a free class on how to create a Steam page.
The speaker consults game developers, helping them understand the nuances of marketing games on Steam and navigating its culture.
Steam’s curation process starts even before a game is released for sale, as early as when a Steam page is created.
Games that get visibility spikes from big events like demos or streamer coverage often receive extra algorithm attention from Steam.
The speaker discusses ‘Steam blessing,’ where the platform’s algorithm pushes games that show significant external visibility in various widgets and discovery queues.
A demo or public beta launch can dramatically boost a game’s visibility and is one of the best ways to be ‘blessed’ by the Steam algorithm.
The speaker highlights that game developers should launch their Steam page and demo as early as possible to maximize their exposure and algorithm promotion.
Despite concerns from indie developers, the speaker argues that players don’t tire of games easily, even if the wishlist period is long.
Examples are provided of games like ‘Peglin’ and ‘Dome Keeper,’ which achieved significant visibility and success through demos and streamers.
Steam algorithmically suppresses games that don’t generate enough excitement or sales, creating a challenge for mid-tier indie developers stuck in a ‘sad indie zone.’
The speaker identifies the revenue threshold of $250,000 as the point where Steam begins to actively promote a game, which can lead to its success.
The speaker introduces the concept of 'real Steam'—the math-driven curation that boosts successful games while leaving less profitable ones behind.
A fun game with high external visibility can still succeed, even if it doesn’t have viral graphics, provided it receives enough algorithmic blessing.
The speaker provides a free book titled '60 Marketing Mistakes Every Indie Makes' to help developers avoid common pitfalls.
Transcripts
hi folks I'm sorry I can't be here live
I wish I could so I kind of recreated
the scene I looked it up on on the
internet this I I hope I got the right
bar and everything this this is the
right one I thought I could just pretend
to like sit at the at the things with
you all but I can't unfortunately so
this is the next best thing I could do I
if I was gonna be drinking anything this
looks really good I found this on Google
so somebody have one of these for me I
don't know what it is but I don't know
if you eat these or just lick them or
something but looks awesome I really
wish I was there it's also 6am so I
probably it would be really fun to drink
this at 6am all right so yeah like uh
like I said I I write uh I blog every
week at how to make us how to Market a
game.com I have a free class how to make
a steampage.com because everybody should
make a steam page
um and I've done a number of GDC talks
about like how games marketing works and
that sort of stuff
I uh consult so I've got a number of
clients that I've worked with
um you know it's kind of coaching them
on how to Market a game on Steam but
really what I do is I help them navigate
steam because it's a weird culture all
upon itself why you do some things or
not so I am going to do this uh talk
understanding Steam and kind of show you
where visibility comes from and this is
kind of this very specific thing I want
to talk about now uh people always talk
about oh there's so many games on Steam
uh so much junk bring back curation like
that's gonna fix everything but I don't
think it actually will because there's
some really cool stuff on here like I
you know I saw Oliver speaking very soon
here
um uh Thomas I think uh if you can tell
you more about this but you know I would
have if I was on some sort of curation
board I probably wouldn't have curated
vampire survivors in just at First Look
of this or anything uh there's cool
games where you just like build models I
wouldn't if I was on valve I probably
wouldn't curate this like who wants to
just build a model just go out there
kids go get it or this like this is an
actual game it's called Rule the waves
three I think database in the UK
actually I tried to email the guy and he
was from the UK so this looks like an
awesome game but look look how it looks
well I wouldn't have picked this one but
it did okay so some of these games I
would have never created That's What I
Love About Steam is stuff that you never
thought would be popular
and this is how steam does it there
there is some curation but everybody
doesn't realize it and let me kind of
show you this kind of secret curation
that's going on okay now they start
curating you even before sales and I'll
show you what even before you like put
your game on sale when you just have a
steam page let me let me kind of explain
what I mean by this
okay so I always survey uh my readers
and stuff just to kind of get data and I
said what's your resting impression rate
like how many Impressions do you get
every week and not when it's high
promotion not when you like ran a clean
camp like a really cool PR Campaign
which you'll hear about later in these
talks like really good PR that's the
exciting stuff everybody talks about I
don't like exciting stuff I like really
boring stuff so I said when you're doing
nothing how many Impressions does steam
give you in each one of these bars is a
different game and as you can see
there's a number of games that get so
many Impressions every seven days and
then there's pretty much everybody else
well there's like a there's a pretty
healthy impression right here like in
this mid tier and then there's kind of
everybody else
this is the steam curation working let
me let me show you exactly what's going
on here when steam sees something this
is the valve bouncer so there's a
there's a curation bouncer in Steam
and he's kind of looking out to see uh
which game should get all the attention
and which game should not and basically
these games get featured in all those
little widgets have you ever like really
browse steam a lot you'll see the same
games kind of over and over again that's
these games now I want to be clear all
these games are pre-released they have
not been up for sale they're not selling
like hotcakes or anything all of these
games are pre-release
this is not because this game made a
million dollars or something
now
what I have found studying enough games
you know people in my community working
for clients and stuff when you get a big
visibility shock and but by that I mean
like you do something big steam pays
attention the steam algorithm bouncer
curator whatever you want to call this
guy
pays attention and says whoa this game's
got it
and you can see it this is a game called
peglin This is their follower chart
every single day you can kind of see how
many followers they have which is very
closely tied to wishlists and you can
see nothing was going on nothing was
going on nothing was going on Boom
visibility shock and then the game just
took off and it just just Rose in the
algorithm also happened with Dome keeper
another game
this is their pre-shock very flat nuts
months and months nothing
then they put out a demo got 40 000 in
wishlists in a month because of
streamers like streamers played it over
and over again and the valve algorithm
blessed them and
the steam algorithm looked at it saw all
this external visibility and said oh my
goodness and then they kind of became
blessed right here you can see it I
didn't even need to put the arrow see
you can see it but this is when they
launched the demo right here and all
those streamers played it took right off
and the way that they bless you the
reason I say this isn't like oh
everybody's talking about this on
Twitter or something the way the steam
algorithm works is they feature you in
stuff like Discovery Cube this is a very
important little widget right here and
this other thing
which is more like this down on the
bottom of every steam page that matches
yours you can start ending up in here
this is what I call real Steam pre-real
steam really
um and this is blessed when you get
blessed by the algorithm that's where
your game starts showing up and this is
where those Impressions from those games
really come from so all these games like
right in this section here lest
this yeah kind of lightly blessed here
never been blessed these games the steam
algorithm doesn't know about these games
like they they have a steam page but the
algorithm is like tell us when you have
some visibility tell us when you do
something amazing
never been blessed they don't get any
Impressions this this is basically this
quadrant is where you kind of want to be
if you got a game coming up on Steam
okay so here's kind of what
once I got to figure out this is kind of
the new model that successful games are
really doing really and really pitching
so in the old days
the old way we used to do marketing was
there's pre-production where you're
working on your game and then maybe put
a steam page up
and then maybe if you're really smart
you did six months here of like having a
steam page up doing some PR stuff but
people would really focus on the pr
right here like right at the end
and then there would be a six uh just
right there that was it and then you'd
launch your game that was basically it
now
you would do that big visibility shock
and you become blessed right here
and then there'd only be two weeks of
being blessed two weeks we want a lot of
blessing we don't just have two weeks so
really kind of this new model is why not
just pull this back pull back the
blessing and so instead of just six
months you get your steam page up way
early way way early you get that demo
out Whaley which is one of the best ways
to get blessed by the way
and then you just sit in that blessed
zone for so long for months and months
and months none of this little two week
blessing no no we want the blessing for
months and months and months
and these are kind of what I have found
are enough to shock that algorithm to
make Steam go oh this is great we got to
bless this
um basically if you're a pro a previous
developer this is a little easier once
you have a hit game I know it's it's a
problem that oh man the the first rule
of success is be successful but
um if you can Cross promo do a daily
deal that's really good pretty if you
have a really pretty game
um viral Reddit post again Ask Thomas
about this uh with lacera hidden Kingdom
um very good very good um uh IGN
Gamespot major external Festival like an
E3 like one of those like PC Gamer shows
or if you have a fun fun game you get
your public beta out demo launch
prologue launch not everybody has a
pretty enough game to go viral on
Twitter Tick Tock it's just true not all
games but the fun thing that scene is
you don't have to have a pretty game
that goes viral on Twitter Tick Tock
Reddit you can do it with just a fun
game and those fun games really this
public beta demo your demo this I think
is the best way to get that goosing of
the algorithm and I'll show you here's
peglin I mean I love peglin beautiful
game not real like it's a good game
looks good but it's not one of those
games that goes viral it's pixel art
those rarely go viral viral
um but what they did was they launched
this demo right here and if you look at
their chart
pre-blessed blessed what we really want
to do is what if we could just like pull
back this period all the way to here and
then they're just riding this blessed
period and that's the new model is
extend this time period when it's like a
steam algorithm is pushing you
everywhere every widget you show up in
this is what you want to do pull this
back shorten this pre-blessed period
now
this is wearing these get real sad and
they're like oh won't they get tired of
me I don't want to get blessed too early
they don't get tired of me uh uh I don't
know why andies are always so sad about
that they're like oh if you do like me
you're gonna like me not for very long
that always hits me up so cosmateer was
this game it was one of those games
that's so fun they got their they just
put the whole game out for free on itch
while they Market it four and a half
years they had a steam page up okay and
I looked at their conversion rate which
is how when when they wish listed it's
called a cohort you can look it up on
Steam every red bar is a cohort that
means when somebody wish listed it back
here when they went on sale they
converted it about 20 as you can see
this red bars this is their conversion
rate throughout the four and a half
years it is pretty flat you would expect
if people got tired of you they would it
would like slowly ramp up in other words
like the people who wish listed it four
and a half years ago would convert lower
than the people who converted it through
wishlist to like six months before they
launched nope just about the same just
about the same
in fact I can't even tell can't even
tell where the where they are same thing
happened with zero receiver another
great game uh this is their Coho cohort
conversion rate throughout their
campaign they had a they weren't four
and a half years
but as you can see it doesn't matter one
of some of the best converting wishlist
occurred way at the beginning when it
first put their steam pouch up they got
blessed way back here when splattercat
played them
so really they don't get tired of us
look at this how long was Zelda out
how long did we wait at six and a half
six years people then say you know what
I'm tired of this game I don't want this
game anymore no it's still a hit
even though it took them like six years
to make the sequel
so if you can get blessed before you go
on sale awesome
but what about after you're on sale this
is kind of
this is curation getting worked on okay
um
this is in 2022 this is the indie game
Revenue
okay this is kind of what they earned
over time
this is all the games that released in
2022. I'm sorry explain this better
um and as you can see it's hockey stick
it's a hockey stick of a hockey stick of
a hockey stick the 93rd percentile of
games will earn a hundred thousand
dollars
the 99th percentile will earn 1.8
million dollars it's a hockey stick this
the median is about a thousand dollars
this is curation this is how Steam
curates games out they let you publish
they let you sell your game you can put
whatever you want on scene they'll
publish it but what they do is they
essentially smother the games that they
don't think or were they and they do it
algorithmically
basically
I call it real steam so here's the
bouncer the valve algorithm curator he
only lets in certain games
and in my bet I see this a lot I've
worked on some of these games you'll see
these games that are very positive but
they stall out like 150 reviews
200 reviews this this is this is sad
this is I see this all the time and
people are like what I have so many
positive reviews why aren't I selling
they got curated out in my experience
games that are in about under 250 000
gross
you know pre-steam cut
lifetime you know it could be like
within a year or so but once games kind
of get over 250 000 dollars
gross revenue
steam puts them everywhere they start
getting through it and I really think
this 250-ish now don't quote Steam on
this on valve it valves in there or
anything if you're having anyone like
250. it's kind of rough I don't know
what it is but usually when you apply
for something like a daily deal you
apply and valve goes oh we'll check it
out see how your numbers are looking
there's a number of factors but I always
find it's a 250 250k is kind of the rule
now
what I find is here here's logarithmic
scale to make it a little easier to see
there's kind of this Indie zone right
around here let me let me zoom in a
little bit this is where those games get
stuck at about 150 to 500 reviews
this is that sad Indie Zone where it's
uh it's I this is what's so frustrating
About Steam and I hate it and that's why
I want to explain this today you're
doing pretty good like awesome 150
reviews is nothing to get you know sad
about but you kind of get stuck in the
spot where it's like you're mostly
positive or very positive and you're
like why and you just didn't get enough
for valve to really start paying
attention
this is the curation in effect and I
hate this but for whatever reason valve
just doesn't want to promote games that
kind of earn in this mid tier like these
are kind of like asset flips hobbyist
games you know they're you see them when
you know you're like yeah it's
definitely the obvious game but this
this is the zone of sadness right here I
really don't like this but I I don't
know this is this is just to explain
though I don't know what to tell you but
this is kind of what what happens when
you're like God why am I I'm stuck at
200 reviews and they're all positive
everybody loves me but the sales just
weren't fast enough exciting enough to
get a valve past that bouncer
okay and the reason is valve no it's
like if they're gonna hold up two games
and one game sells as soon as it's seen
in the other game it's like well not as
always doesn't sell as well
they um they don't have they don't make
as much money when they show that the
game that is real steam okay that that's
a secret so real steam it's math it's
being blessed it's it's magic it's
getting past the bouncer okay
now
how do you get into real steam okay so
first it's your game that's that's the
one it it has to be the game it's always
the game there's no there's no one weird
trick there's no one hashtag you can use
your game has to be beautiful or if it's
not beautiful so fun that once people
start playing it they're just like I
can't get enough of this it's just like
so fun and that's it the marketing this
kind of where I come in but it it really
is the game like I wish I could take
credit for a lot of this stuff but I
can't it's it's the game so
um that's it
um
uh you just want to get blessed that's
amazing thing if I can tell you anything
like get that nice and early try and
maximize that time that you're blessed
um if you you like this I I have a free
book for you it's like 60 marketing
mistakes so it's gonna put a nice
picture I realized I didn't put that up
there uh 60 marketing mistakes every
ending makes it's a book that tells you
how to avoid the 60 mistakes that I've
identified how to Market a game.com free
to get it
um oh and I'm I'm gonna normally sell
this stuff but
Thursday I only do this two times a year
in the summer and at on in November I
put this class on deep discount so if
you sign up make sure this Thursday it's
gone sale you'll get a reminder if you
sign up on on this but my class like
super deep discount only time of the
year so I wanted to time it perfectly
with uh today but I couldn't so it is
Thursday when that thing's gonna go on
sale but that's it I don't know if we
have time for questions
um but thank you for having me maybe
I'll just go back to uh uh questions or
I'll just um silently watch everybody
that's that a lot creepier it just means
that I'm gonna be on the zoom call while
everybody else gives a talks and I won't
be drinking unfortunately so
oh unfortunately I can't hear you I
don't know why but I cannot hear you
yes I can right do you do one-on-one
Zoom calls
I do
um just hit me up I they're called
office hours and you could book an
office hour and I just review what your
plans are I answer any question you want
but I do uh an hour uh Zoom call with
people it's a pretty reasonably priced
price for Indies so uh just hit me up on
social media or something uh but how to
marketinggame.com you can find my
contact information on there
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