Welcome to the definitive Steam Next Fest Guide that’s hot off the press for 2023.
In this exhaustive guide, I’ll delve into:
- The essence of Steam Next Fest
- The significance of participating in Steam Next Fest
- Optimal ways to prepare for the event
- Strategies to maximize your impact during Steam Next Fest
- Advanced tips to leverage the event for long-term benefits
- And much more
So, if you’re aiming to make the most of Steam Next Fest and boost your game’s visibility and sales, you’re going to appreciate this guide.
Let’s not waste any time and get started!
Chapters
Steam Next Fest Basics
Registration & Preparation
Demo Tips
Marketing Tips
Post Next Fest Tips
Chapter 1
Steam Next Fest Basics
In this initial chapter, we’ll set the stage with an overview of Steam Next Fest.
Designed for everyone from the newest indie developers to the most experienced studio veterans, this guide leaves no stone unturned. We’ll start by defining what Steam Next Fest is, followed by exploring compelling reasons why participation in the event is a smart move for your game.
To give you a well-rounded perspective, we’ll delve into historical data and trends from past Next Fest events, drawing on insights from other sources to enrich your understanding. The cherry on top? We plan to showcase success stories and case studies from developers who’ve leveraged the event to their advantage, offering you firsthand proof of the opportunity that Steam Next Fest presents.
Let’s jump right in.
What is Steam Next Fest?
Learn more about Steam Next Fest
Steam Next Fest, as defined in the Steamworks Documentation, is a “multi-day celebration where fans can try out demos, chat with developers, watch livestreams, and learn about upcoming games on Steam.” But it’s not just about the players; it’s also a golden opportunity for developers.
Steam Next Fest provides developers the invaluable opportunity to garner early feedback from players, build anticipation and an audience for their games, and effectively prime themselves for a successful future launch on Steam. To ensure opportunities throughout the year, Steam typically hosts three editions of Steam Next Fest annually – in February, June, and October.
This multi-pronged event is, therefore, much more than a celebration of gaming – it’s a platform for engagement, a tool for market research, and a launchpad for future success on Steam.
With a clearer understanding of what Steam Next Fest is, you may be wondering, “Why should I participate?” Let’s dive into that crucial question in the next section.
Why Should You Participate in a Next Fest?
Norland Steam DB followers chart. Can you guess when the massive follower spike happened?
Participation in Steam Next Fest is like unlocking a direct line to gamers right on your launch platform – it’s an opportunity to reach your potential customers where they’re most engaged.
Success stories are varied and impressive. For instance, Manor Lords, as reported by the awesome site “How to Market a Game” in their article detailing the performance of games during Steam Next Fest October 2022, managed to amass an astounding 309,000 wishlists during the event. However, not all games might hit these extraordinary numbers. Yet, even more modest gains in wishlists should be seen as victories, as the broader visibility gained through the event is immensely valuable.
More than just an avenue for exposure, Steam Next Fest is also a valuable community-building space. The event allows developers to expand their player base, gather insightful feedback, and fine-tune their game based on real user experiences.
But the benefits don’t stop there. Steam Next Fest also acts as a networking hotspot. It’s a prime time to forge new relationships with media representatives, content creators, and influencers, all of which can extend your game’s reach beyond the immediate Steam community.
In short, Steam Next Fest offers more than just immediate exposure—it provides the tools for long-term growth and success.
So, how can you harness this potential? To better understand, let’s examine some learnings from previous Next Fest events in the next section.
Learning From Previous Next Fest Events
It’s worth clicking around old Next Fest hubs to get familiar with areas of discoverability.
Steam Next Fest has been a pivotal event for indie game developers and gamers since its first official event in June 2021. Despite multiple iterations each year, the festival continues to break its own visitor records, demonstrating its persistent success and growth.
The June 2023 edition set a new record, attracting 11.4 million visitors. It’s important to note, however, that these visitors didn’t necessarily participate by playing the demos. Regardless, the sheer number illustrates a broad audience actively engaging with the festival and the upcoming games featured during the event.
Steam highlighted the festival’s success with a dedicated page, listing the 50 most-played demos during the festival, sorted by the number of unique players. Many of these demos remained active post-event, providing additional opportunities for players to explore. All visitors were encouraged to wishlist their favorite games, ensuring they would be notified upon the games’ official launch.
These numbers underscore the sheer scale of Steam Next Fest and the immense opportunities it presents for developers. Whether your goal is to enhance visibility, expand your community, or gather valuable player feedback, Steam Next Fest can be the platform to achieve all of this and more.
With this context and historical data in mind, how can you utilize this information to your advantage? How can you maximize your game’s impact and presence during such a significant event? The following sections will delve into these questions, providing actionable strategies and tips to help you make the most out of Steam Next Fest.
Stay tuned!
Case Study – Next Fest: June 2023
Case Study: Norland’s Steam Next Fest Campaign
Client: Long Jaunt
Project: Norland
Goal: Generate an additional 50k wishlists during the Steam Next Fest.
Challenge
Long Jaunt approached us with a daunting task – secure a 50% increase in wishlists for their game Norland during the Steam Next Fest. They started at around 100k wishlists. We faced a challenging competitive landscape, deadlines, and the need for substantial external exposure.
Strategy
Our strategy was guided by two important factors: the inherent popularity of Norland’s theme, genre, and gameplay mechanics on the Steam platform, and the fact that Norland had been on Steam for at least a year prior to Next Fest, amassing a significant number of wishlists.
We focused on what was within our control – covering the Steam marketing basics. We polished the store page with new screenshots and ensured seamless broadcasting. A looping pre-recorded broadcast was set to run for two-three weeks on the store page, providing a constant glimpse of the gameplay.
Outreach to media and content creators started two weeks prior to the event, leveraging an engaging new gameplay trailer and an unlimited time demo for media as enticing PR bait. Despite extensive competitive analysis and a targeted media list, the media response was lower than expected.
Results
Norland participated in Steam Next Fest from June 19 – June 26, 2023.
Despite the lower-than-expected media engagement, we achieved remarkable results. We secured organic content from prominent YouTubers, had a significant presence on Twitch, and garnered substantial internal exposure on Steam, peaking at over 12,000 viewers during our first live featured broadcast.
Most importantly, Norland witnessed an outstanding increase in wishlists, doubling the initial count to over 200k a month after the event. This substantial growth far exceeded our original goal, validating our approach and strategic use of Steam marketing tools.
Learnings
This campaign reaffirmed the importance of early marketing, preparation, and mastering the elements within our control, and most importantly, creating a game that is an ideal fit for your target launch platform. The game’s inherent popularity on Steam and its accumulated wishlists prior to Next Fest were instrumental in gaining significant organic exposure.
A key learning was the crucial role of accurate tagging on the platform. Our initial tagging placed Norland under ‘Simulation’ rather than the more fitting ‘Strategy,’ causing it to miss out on prominent exposure in the ‘Strategy’ section during Next Fest. Catching such details early can lead to a significant boost in visibility and conversions.
The evolving media dynamics necessitate a reassessment of our outreach strategies. Additionally, Long Jaunt’s experience with the complexities of demo placement on Steam reiterates the importance of early preparation. It’s essential to start figuring out such details well before the festival starts to ensure the demo goes live without a hitch and appears in the right sections.
By focusing on platform-specific marketing basics, collaborating with influencers, and maximizing Steam’s tools, we exceeded our client’s initial expectations. This campaign demonstrated the power of letting the platform work in our favor when the game aligns with the preferences of the Steam audience and the importance of preparation to maximize exposure opportunities.
Chapter 2
Registration & Preparation
Welcome to Chapter 2 of the definitive Steam Next Fest Guide!
In this section, we’ll explore crucial registration details to ensure your game shines during the event.
Topics we’ll cover:
- 1. Is Your Game Eligible for Steam Next Fest?
- 2. Choosing the Perfect Timing for Participation
- 3. How to Register and Prepare for Next Fest
- 4. Crafting a Memorable Steam Store Page
Let’s dive in and get your game ready to stand out at Steam Next Fest!
Is Your Game Eligible for Steam Next Fest?
Ensuring your game gets the spotlight it deserves during Steam Next Fest is crucial. Let’s check its eligibility following these key criteria:
1. Associated with a Steamworks developer account in good standing
2. Visible on Steam as “Coming Soon” at the time of registration
3. Includes a publicly playable demo by the event start date
4. Planned release date is after the conclusion of the participating editio
Keep in mind that all upcoming games with a playable demo can participate, regardless of the release date. Choose the edition aligning with your release time, as each demo can only participate in one Steam Next Fest.
When Should You Consider Participating in Steam Next Fest?
When to participate in Steam Next Fest is a crucial decision. Generally, it’s recommended to join when you’re nearing your Steam launch (be it Early Access or full release). This allows you to make the most impact with a polished and representative demo.
However, some developers opt for early participation after revealing their game to build momentum and drive up wishlists. While this can be beneficial, it’s essential to consider that early demos might differ significantly from the final product.
Ultimately, weigh the stage of your game’s development, and ensure your demo presents the best version of your vision.
How to Register for Steam Next Fest:
1. Set up and Publish the Coming Soon Store Page:
Create a visually appealing and informative Coming Soon store page for your BASE game (not the demo). This page should showcase your game’s unique selling points, features, and captivating imagery to entice potential players.
Ensure the Coming Soon page is publicly visible to complete the registration process. This page will serve as the foundation for your demo button during Next Fest.
2. Verify Category Selection:
Carefully select at least one relevant category for your game in the Registration Checklist. Accurate categorization helps Steam display your game to the right audience during the event. Choosing relevant categories enhances the discoverability of your game.
3. Complete the Registration Checklist:
Thoroughly fill out the Registration Checklist for each game you plan to submit for Steam Next Fest. This checklist includes important details about your game and its participation in the event.
Double-check that you have registered your BASE game for the fest. The BASE game page will be the primary entry point for players to access your demo during Next Fest.
How to Prepare for Steam Next Fest:
1. Early Wishlist Building:
Start building your Steam store page and collecting wishlists as soon as you decide to release your game on Steam. Early wishlist building is crucial for Next Fest success, as a higher wishlist count attracts more attention during the event.
Integrate visible and compelling call-to-actions across your website, social media channels, and mailing lists to encourage players to wishlist your game.
2. Media and Content Creator Outreach:
Initiate outreach to media outlets, influencers, and content creators well in advance of Next Fest. Personalize your pitches to align with their interests and target those who have covered games similar to yours.
Building relationships with media and content creators increases the likelihood of securing coverage and exposure during Next Fest and beyond.
Can’t stress enough, but start this process early. If you think you’re too early, someone else has already done outreach and has gotten in front of you.
3. Valuable Assets and Teaser Campaigns:
Strategically release captivating assets before the event, such as gameplay trailers, teasers, and developer diaries. These assets generate excitement, attract media attention, and provide content creators with material to work with.
Run teaser campaigns to create anticipation and curiosity leading up to Next Fest. Teasers can include sneak peeks, feature reveals, and behind-the-scenes content.
4. Community Building and Contests:
Cultivate an engaged community on social media, forums, and Discord channels. Regularly interact with your audience, share development updates, and generate enthusiasm for Next Fest.
Organize community contests or giveaways to reward existing followers and attract new ones. Community contests help increase engagement and reach.
5. Demo Quality and Playtesting:
Create a polished demo that offers an engaging and representative experience of your game. Showcase its core mechanics, features, and unique selling points.
Conduct thorough playtesting to identify and address any bugs or issues in the demo. A high-quality demo leaves a positive impression on players and encourages wishlist conversions.
6. Collaborate with Other Developers:
Collaborate with other indie developers participating in Next Fest to cross-promote each other’s games and expand your reach. Forming a network with fellow developers can amplify visibility and attract more players.
By effectively navigating the registration process and adopting comprehensive preparation strategies, you can elevate your game’s presence during Steam Next Fest. This comprehensive approach positions you for maximum visibility, engagement, and wishlists, propelling your game towards success during the event and beyond.
If you want to distill all of the above into one suggestion, it’s to focus on wishlists as early as possible. In the month leading up to Next Fest, go all out to drive up daily wishlist acquisition as much as possible. Always use CTAs!
Building a Memorable Steam Store Page
Your Steam store page is your game’s digital storefront, and it plays a vital role in attracting potential players during Steam Next Fest. Here are key strategies to ensure your store page stands out and maximizes wishlist conversions:
1. Clear and Concise Text:
Keep your store page text clear, concise, and easy to skim. Embrace your game’s theme and personality in the writing to create a unique and engaging experience for visitors.
2. Relevant Store Page Tags:
Set relevant and carefully chosen store page tags in order of relevance. This will enhance your game’s discoverability among players searching for specific genres or themes.
3. Preparing for Next Fest Presence:
A week before the start of Next Fest, loop a pre-recorded video on your store page. This provides another opportunity for organic internal traffic referrals on Steam, leading to increased daily wishlists and building momentum.
4. Leveraging Featured Broadcasts:
During Next Fest, make the most of both featured broadcasts. Utilize this low-hanging fruit to elevate internal traffic referrals on Steam, attracting more players to your game.
5. Constant Broadcast on Store Page:
Have a broadcast running on your store page at all times during Next Fest. This ensures that new visitors can quickly access gameplay content, catering to their interests and encouraging potential purchase decisions.
TLDR; Make sure your store page is skimmable via clear and concise text. Use your game’s theme to add personality to your page via text and assets. Get a broadcast looping on your store page at least a week before Next Fest begins, and run it through the duration of Next Fest. Also, use both featured broadcasts during Next Fest to add additional visibility to your store page.
Make sure your assets are up-to-date and reflective of the product players will be able to experience during Next Fest. Use a good variety of screenshots for your first 5 – 7 screenshots (include gameplay, UI elements, a menu screen etc).
Remember, your store page is the gateway to showcasing your game’s unique offering to the world, so make the most of it during Steam Next Fest.
Chapter 3
Demo Tips
Welcome to the core of Steam Next Fest – the world of demos! This essential chapter will expertly guide you in creating a demo that captivates players, garners invaluable feedback, and builds excitement for your upcoming game.
In this chapter, we’ll explore two key aspects of your Next Fest demo:
- Goals: Defining Your Path to Success
Set clear and achievable goals for your demo. Are you showcasing core gameplay mechanics, enticing players with an immersive story, or gathering feedback for improvement? Understanding your objectives will shape a compelling demo experience.
- What to Include in Your Demo: Crafting the Perfect Teaser
Discover the essential elements that make an enticing demo. From engaging introductions to showcasing gameplay mechanics, we’ll show you how to create a teaser that leaves players eager for more.
Get ready to elevate your demo game and seize the full potential of Steam Next Fest!
Section 1: Goals
Goals are the compass that navigates your journey through Steam Next Fest. As you prepare to participate in Next Fest, defining clear and purposeful goals is paramount. These goals will serve as guiding stars, steering your efforts toward maximum impact and results.
If anything, having goals early on will allow you to more easily focus on what needs to be done to accomplish them.
1. Identify Your Objectives: Determine your primary objectives for Next Fest. Is it to unearth as many bugs as possible, ensuring a polished gaming experience? Or perhaps to generate a surge of wishlists, heightening anticipation for your game’s launch? Understanding your key goals sets the foundation for a purposeful demo.
2. Focus and Clarity: Clearly defined goals offer focus amidst the flurry of Next Fest activities. Whether it’s optimizing your demo’s presentation or fostering meaningful interactions, your objectives become the cornerstone of decision-making.
Prepare to embark on your Next Fest adventure, armed with purpose and determination. It’s only a week long, and you can only participate once per game, so try to get the most out of it.
Section 2: Crafting an Engaging Demo
Your demo is the heart of your participation in Steam Next Fest. It’s the moment to captivate players, showcase your game’s essence, and spark excitement for what’s to come. To make the most of this opportunity, consider these vital elements when creating your demo:
1. Player Feedback: A Gateway to Improvement
Create a seamless channel for players to provide feedback on your demo. Whether it’s a button in the main menu, pause screen, or both, ensure players can easily share their thoughts. This valuable feedback will aid in refining your game and elevating the experience.
2. Communicate Demo Deactivation Plans:
If you intend to deactivate your demo after Steam Next Fest, inform players directly on the demo’s home screen. This clarity allows players to prioritize their playtime, enhancing the overall experience and engagement.
3. Embrace Community Interaction:
Establish a dedicated sub-forum within your base game’s Steam discussion forums for demo feedback and discussions. Fostering an interactive community creates a sense of belonging and helps cultivate your game’s following.
4. Strive for Quality and Balance:
Your demo is a window into your game’s world, and quality is paramount. Deliver an experience that mirrors the final product, showcasing your game’s potential. Strive for a balance between providing enough content to entice players while retaining enough mystery to excite them for the full release.
As you curate your demo, remember that it is a powerful tool to engage players, generate wishlists, and set the stage for a successful Steam Next Fest participation.
Section 3: Crafting an Impactful Steam Next Fest Demo
Creating a compelling demo for Steam Next Fest requires careful consideration of the unique challenges posed by the event. With numerous demos to choose from, you need to capture players’ attention quickly and maintain their interest. Here are some essential tips to make your demo stand out:
1. Quality over Quantity: As the competition is intense, prioritize overall quality over the length of your demo. Make every moment count and ensure that the core gameplay experience is polished and engaging.
2. Focus on the First Minutes: Hook players right from the start by showcasing the most captivating aspects of your game in the first ten to fifteen minutes of gameplay. Grab their attention early to encourage further exploration.
3. Extend Demo Availability: Unlike other traditional demos, consider keeping your Steam Next Fest demo available for a longer duration—ideally for two to three weeks. This extended time frame allows players, content creators, and media more time to access and engage with your demo.
4. Address Feedback Mechanisms: Incorporate easy-to-access feedback mechanisms within the demo, encouraging players to share their thoughts and suggestions. Provide direct links to forums, social media, or other platforms where players can leave feedback.
5. Show Progression: If your demo represents an ongoing development process, demonstrate the progress you’ve made since previous showcases or events. Showcase the improvements and enhancements made to generate excitement for your game’s future.
Chapter 4
Marketing
Welcome to Chapter 4 – Marketing, the beating heart of your Steam Next Fest journey. In this pivotal section, we embark on a purpose-driven exploration of the strategies and tactics that will set your game apart and spark genuine excitement among festival-goers.
From a carefully curated checklist to a well-crafted communication strategy, we equip you with the essential tools to maximize your game’s visibility and engagement. Delve into the dynamic world of social media, leveraging platforms like Twitter, Facebook, YouTube, Twitch, and TikTok to connect with your target audience authentically.
Strategic outreach to media, content creators, and streamers holds the key to unlocking broader exposure, while fostering a thriving community can leave an indelible impact on your game’s success.
Prepare to embark on a marketing journey that celebrates your game’s unique essence and draws enthusiasts in, captivated by your creation’s true potential.
Marketing: Starting Checklist
Before the curtain rises on Steam Next Fest, ensuring your game is ready to shine is paramount. Follow this comprehensive checklist to optimize your marketing efforts:
Up-to-Date Press Kit: Check that your press kit is current and easily accessible on your website. Don’t forget to share it with media contacts when reaching out to them.
Consistent and High-Quality Assets: Review all press kit assets and promotional materials to ensure they reflect your game’s current quality. Eye-catching visuals and media are vital in capturing attention.
Polished Steam Store Page: Your store page is the gateway to your game. Verify that all content is accurate, concise, and error-free. Clear messaging and properly set tags will aid discovery during the event.
Unified Messaging Across Channels: Double-check all public-facing platforms to maintain consistent messaging. From websites to social media, ensure information aligns, leaving no room for confusion.
Additionally:
Monitor for Other Events/Festivals: Be aware of concurrent events or festivals around Next Fest. Capitalize on external traffic and maximize exposure by engaging with additional platforms. It’s best to do this as soon as you register to participate in Next Fest as some events require earlier signup than others.
The Indie Houses has an excellent festivals event calendar that you should definitely use.
Revamp Your Assets: Consider creating new assets like a gameplay-focused trailer to showcase your game’s best features. These fresh materials can generate media interest and elevate your game’s presence before the event.
Strategic Outreach
Effective outreach is a critical component of your marketing strategy for Steam Next Fest. Engaging with media, content creators, and influencers can significantly amplify the reach of your game and attract more players to experience your demo. Here’s a comprehensive guide on how to maximize your strategic outreach efforts:
Research and Targeting:
Media Outreach: Identify media outlets and journalists who have shown interest in covering games that align with your game’s genre and target audience. Research their previous coverage to understand their preferences and style. Create a well-organized list of contacts, including their names, emails, and areas of expertise, to tailor your pitches effectively.
Content Creators/Influencers: Look for content creators and influencers on platforms like YouTube, Twitch, and social media, whose audience is relevant to your game. Analyze their viewership, engagement levels, and content style to determine their suitability for your outreach. Categorize them based on their niche and reach for targeted communication.
https://sullygnome.com/ is great for this.
Crafting Compelling Pitches:
Media Outreach: Personalize your outreach messages to journalists, addressing them by name and referencing their past work. Begin with an intriguing hook that highlights the unique aspects of your game. Clearly articulate why your game is worth covering and how it will resonate with their readers or viewers.
If using MailChimp, you can use Merge tags to dynamically insert personalized content into templated emails.
Content Creators/Influencers: Tailor your pitch to content creators by showcasing how their audience would enjoy your game’s content. Emphasize how your game aligns with their content style and audience interests. Offer exclusive content, such as early access or unique gameplay, to pique their interest.
Here’s an excellent Twitter/X thread on how to best approach content creators/influencers with your game: https://twitter.com/Blitzkriegsler/status/1677341472104890371?s=20
Building a Comprehensive Press Kit:
Prepare a well-organized and visually appealing press kit that includes high-quality images, captivating gameplay trailers, key art, press releases, game descriptions, team bios, and contact information.
Provide a clear and accessible download link to the press kit on your website and in your outreach emails. Ensure it contains all the necessary assets for easy coverage creation.
If you’re a new developer, just use https://dopresskit.com/
Early Access and Playtesting:
Offer early access to your demo to select media and content creators ahead of the Next Fest event. Allow them ample time to experience your game and create comprehensive content.
Create a dedicated channel for feedback and provide a press build to collect valuable insights that can help improve the demo and make it more appealing to potential players.
Try to get your demo out to the media and select content creators/influencers as early as possible. Try to get in front of the crowd and give yourself the best opportunity to secure coverage for Next Fest. It’s too competitive to wait until the start of the week-long event.
Maintaining Consistent Communication:
Stay in touch with media, content creators, and influencers throughout the lead-up to Next Fest. Regularly update them on any new developments, such as gameplay reveals or feature announcements.
Respond promptly to inquiries and requests, demonstrating your commitment to fostering positive relationships.
I can’t stress this enough. Be prompt with your communication. If someone asks for an image or asset that they’re having trouble finding, get back to them as soon as possible. Build relationships and give yourself the best opportunity to secure coverage during this key moment. Follow-ups are great as well. Just try and spread them out. Don’t follow-up a day later. Give those that you contact enough time to get to your game. I like to do follow-ups no earlier than a week later.
Leveraging Social Media Platforms:
Develop a social media content plan that aligns with the different platforms’ audiences and strengths:
Twitter/X: Engage with followers, use relevant hashtags, and retweet positive coverage to build buzz.
YouTube: Release trailers, developer diaries, and gameplay footage to showcase your game. Shorts are also a great way to get more value out of long-form content.
Twitch: Host live streams and collaborate with influencers to expose your game to their audience.
TikTok: Create short and engaging videos that capture the essence of your game and intrigue potential players. TikTok can be a HUGE benefit for your game in terms of exposure and discoverability. Make this platform a priority.
For all of the above platforms, don’t try and use them all at once around Next Fest. If you plan on being in Next Fest, make it a priority to be active on any of the platforms you want to target well before the event. You need to build momentum on social media platforms (TikTok can be the exception at times). Don’t think you’ll be able to launch a new Twitter/X account the week prior to Next Fest and be able to earn meaningful exposure to the point that it moves the needle for your Steam page. Do this well before Next Fest, and make a point to be consistent. This is the thing most struggle with. Just be consistent.
Networking and Collaborations:
Reach out to other developers participating in Next Fest for potential co-promotional opportunities.
Collaborate on joint live streams, giveaways, or social media events to increase the visibility of all involved games.
Monitoring and Tracking:
Use tracking tools to monitor the impact of your outreach efforts and measure the success of your marketing campaigns.
Track earned media coverage, social media engagements, and wishlist growth to assess your game’s performance during Next Fest.
Utilizing Services like RoboStreamer:
Set up looping broadcasts on your Steam store page using services like RoboStreamer to showcase gameplay and attract potential players.
This allows visitors to your store page to experience your game in action, increasing the chances of them adding it to their wishlist.
Remember, effective outreach requires a mix of research, personalization, and consistent communication. By investing time and effort in building strong relationships with media, content creators, and influencers, you can significantly boost your game’s visibility and attract more players to experience your demo during Steam Next Fest.
Steam Specific Tools For Marketing
Steam has a few things that can help in terms of visibility and discoverability during Next Fest.
1. Stick to the timeline: Every Next Fest has a strict timeline with various deadlines. Luckily, they are posted in advance in Steamworks Documentation. Deadlines to prioritize are obviously the initial submission. That said, there are others (depending on the quality and proven demand for your game) that you should also prioritize like, demo submission date if you’ve been notified that your game will be included in Steam marketing materials, and demo submission deadlines to make the press preview.
The press preview date is great, but keep in mind that you can get ahead of this date by directly contacting the media and getting in front of the competition.
2. Broadcasts: You get two featured broadcasts during the week of Next Fest. Definitely get one in during a slot that’s not as jammed up with other games during the first 48 hours of Next Fest.
Quick tip: Don’t stop broadcasting after your featured hour is up. You can keep momentum going as viewers aren’t bounced from your broadcast after your hour, so capitalize on the eyeballs and keep it going.
Second tip: Dress up in something eye-catching and relevant to your game. This can lead to eyeballs being drawn to your broadcast while skimming featured broadcasts. Anything that can give you an edge is something you should look to take advantage of. I dressed up in a medieval outfit during my two featured broadcasts and I’d like to think it helped.
3. Make sure your primary genre is correct: I worked on a game that messed this up. When setting up their Steam page, they accidentally selected the wrong genre as their game’s primary genre. We didn’t notice this until the event started, and our game was showing up in the wrong spot. Luckily for us, the genre selected as primary was a secondary and still very relevant genre. However, if you make this mistake, it’s too late to get it resolved during Next Fest, and this is where you’re going to get organic views.
Make sure your primary genre is properly set well before Next Fest begins!
Chapter 5
Marketing During Steam Next Fest
The week of Steam Next Fest is a pivotal time for game developers and publishers. It’s when your game gets maximum exposure, and players are actively exploring the demos. To make the most out of this week, you need to continue your marketing efforts, extend your demo’s availability, and keep your audience engaged. This chapter will guide you on how to navigate these crucial aspects.
Steam Widget
The Steam store widget is a great way to convert web traffic to wishlists and is very easy to set up.
Here’s a link to full instructions https://partner.steamgames.com/doc/marketing/widget
Continued Outreach
During Steam Next Fest, it’s not just about passively waiting for players to find your game. Actively reaching out to influencers, gaming news websites, and content creators can significantly boost your game’s visibility.
Influencer Outreach: Send personalized emails to gaming influencers who might be interested in your game. Provide them with a brief pitch and access to your demo.
Follow-ups are fine, and it’s also a good idea to expand on your list of influencers to reach out to. Even if they don’t have time during the week of Next Fest, they might play your game later on, which is in part why it’s a good idea to extend your demo availability.
Press Releases: If you’ve had a successful Next Fest (top-10 most played demo etc), then it could be good to write a press release announcing the extension of the availability of your demo. Turn it into PR ammunition.
Social Media Engagement: Be active on social media platforms throughout the event. Share gameplay clips, developer insights, and retweet or repost content from players and influencers who are enjoying your game.
Extending Demo Availability
The week of Steam Next Fest is not the end of your demo’s journey; it’s just the beginning. Extending the availability of your demo beyond the event can lead to additional wishlists and community growth.
Announce Demo Extension: Make an official announcement on your Steam page and social media platforms that your demo will be available for an extended period after Steam Next Fest ends.
Consider Adding New Demo Content: Simply announcing the extension of the demo deadline is nice, but it’s even better if you can also announce new content being added to the demo. This can lead to those that recently followed your game to come back and play it again, and possibly convert them to wishlists.
Post Updates on Your Steam Page
Your Steam page serves as your game’s storefront, so it’s essential to keep it fresh and engaging during Steam Next Fest and afterward.
Regular Updates: Post daily or regular updates on your Steam page, highlighting various aspects of your game. This could include character introductions, behind-the-scenes insights, or player testimonials.
Announce Demo Extension: Make a formal announcement on your Steam page regarding the extended demo availability. Thank your players for participating in Steam Next Fest and express your excitement for their continued support.
Engage with Comments: Respond promptly to comments and questions on your Steam page. Engaging with potential customers builds trust and fosters a sense of community.
Conclusion
Maximizing marketing during the week of Steam Next Fest and beyond is about maintaining a strong presence, nurturing relationships, and strategically extending the life of your demo. This proactive approach will not only boost your game’s visibility but also lay the foundation for a dedicated player base when your game is ready for launch. Stay engaged, be responsive, and continue building anticipation for your game throughout its development journey.