Best Practices: Developing an audience while developing your game - GDC 2024

Join Kaci as she walks through important concepts to remember while developing a game and launching on Steam.
00:00 - Intro
00:15 - The best marketing tool for your game
01:19 - How Steam is built
03:13 - The right way to market on Steam
05:04 - Two questions to ask
06:06 - Marketing examples
06:17 - Three phases of development
07:40 - Have a home base
08:16 - Building the store page
08:41 - Trailer
11:26 - Screenshots
12:25 - Description and tags
14:27 - Preparing for launch
15:21 - Gathering feedback
17:37 - After launch
19:02 - Keeping your audience
20:39 - Options on Steam to keep your audience
21:50 - Wrapping up
22:30 - Conclusion

[@ngyikp]

Huge +1 for improving the first 10 seconds of a trailer, so many games don't actually show gameplay or waste time with publisher logos

[@dansilvers8052]

Agreed 100%. The general rule is gameplay within the firs 6 seconds. These days I put the logo at the end of my trailers, because if you stuck around for the full 60-90 seconds, you're probably actually interested in knowing who's behind the game.

[@jasontoddchampion]

I want an ENTIRE TALK on localization.

[@TheSapling]

Hey Valve, I would really appreciate more talks by Kaci about marketing and communication!

[@AwesomeGamesStudio]

Great talk! We'd watch the 6-hour-long version, too!

[@SonicSonedit]

Videos like this honestly deserves more views

[@kirpich158]

Kaci should have her own series about tips for devs on regular basis. also this 6 hour talks seam very needed and I would love to watch it, soooo you know :)

[@wolfsnow711]

I had zero interest in this video, but Kaci’s manner of speech somehow hooked me and I watched till the end, and even took useful notes. Valve knew what they were doing, right? Also, poor Biscuit, DON’T SILENCE HIM!!!

[@BlackMesaEmployee]

this is so fire 🔥🔥🔥

[@PokingWaterGames]

I would love a talk on localization!

[@HelloBard]

Ok ok, that's a great talk and I learned a whole lot, but WHEN can I buy Shut up Biscuit? :D

[@aFewBitsShort]

What's the best way to tag cross-genre games? Accurately include all major tags? This seems to confuse steam about what type of game it is. Or pick one of your genres and focus tags on that?

[@chairshoe81]

I'll definitely be using these tips prior to release of my new up and coming AAA title Jiggly Catgirl Futa Dungeon 6 Thanks Vulve!

[@JackCarver_Reporting_in]

This is incredibly well done.

[@bathi1953]

Thanks a lot.I will add to my wishlist once the cat game Store page is out.

[@christopher.nguyen]

This is like Valve's sending me a DM to keep making games, as I just started working a Steam release!

[@plainsofpainthegame]

Great video! Thank you!

[@iamarugin]

12:05 thank god you are talking about this. I am tired of games that don't show UI on their store pages. You will never know what the game is if UI is not included.

[@clearsky4049]

A talk on Localization would be amazing.

[@niolonq]

Thank you for the free knowledge

[@Strongfinger777]

How can you get your word out about your game on other platforms before it launches, when other platforms shadow ban you or openly ban you , while accusing you of advertising?

[@gemshards6062]

so, when can i buy shut up biscuit? 😢

[@ravegameofficial]

This is fantastic

[@export2file]

❤ kaci

[@GameUnion]

Why is the video delisted? 😱

[@rekware9320]

I think i like Biscuit the cat.

[@tonkanveedgames1085]

Excellent advice, thank you.

[@FiveOwlsGames]

I feel Valve is one of those company, which really take care about game devs.

[@sunbuYT]

#SaveTF2

[@Tumbolisu]

i assume leaks are also a great way to develop an audience while developing a game

[@BlackMesaEmployee]

w valve valued communication

[@andrewstaidmn]

༼ つ ◕‿◕ ༽つ VOLVO SAVE ARTIFACT PLEASE ⊂༼ ◕‿◕ ⊂ ༽

[@mikeb3172]

About keeping your audience; Many games with a poor experience offer "dress up kits" to personify a second life for you to come back to. When a game is good people ignore this completely and still come back.

[@ussul6524]

This as education video was really well made. Learned a lot even I am not a dev. Thank you.

[@ChibiM11]

Maybe take these practices and actually USE THEM, Valve! Fix your games already!! #FixTF2

[@XDRosenheim]

Give them an actual reason to fix it...

[@memereview1337]

TF2 is nearly 20 years old. Let it die before you do.

[@andrewstaidmn]

༼ つ ◕‿◕ ༽つ VOLVO GIVE DOTA DRAGON'S BLOOD BOOK 4 PLEASE ⊂༼ ◕‿◕ ⊂ ༽

[@andrewstaidmn]

༼ つ ◕‿◕ ༽つ VOLVO GIVE HEAVY UPDATE AND TOURNAMENTS FOR TEAM FORTRESS PLEASE ⊂༼ ◕‿◕ ⊂ ༽

[@Strongfinger777]

And none of these things apply to early access users, because Steam are now snubbing them.

[@garrrbarr]

If steam is trying to custom tailor its recommendations, how come it’s all almost all triple-A for the last few years? Since that algorithm change? Maybe before ea joined steam? I mean, if I’m in a page looking for pixel art roguelikes, why are all my recommendations for big triple a third person shooters by huge studios? I think they did pay for this algorithm change

[@BlackMesaEmployee]

because AAA games sell a lotttt of copies, and steam promotes games that sell well.

[@GeorgeNoiseless]

Ye, the algo recommendations (without curators) are really dumb. It's mostly "Look this sold a lot". You need to subscribe to curators that have somewhat similar tastes to get sane recommendations (and the ones at the bottom of a game's page will still remain stupid even then).

[@andrewstaidmn]

༼ つ ◕‿◕ ༽つ VOLVO DON'T CHANGE NAME CSGO FOR CS2 PLEASE ⊂༼ ◕‿◕ ⊂ ༽

[@imaidenx]

Steam is a trash

[@aricelli6066]

let me guess, you only play fortnite, rocket league and fall guys?

[@XDRosenheim]

Going to elaborate on that, or just talk shit?