How To Sell More Games on Steam! (Store Page Optimization)

How do you make a great store page for your indie game on Steam to get more wishlists, downloads and ultimately sales? Professional indie game marketeer Chris Zukowski shares his best marketing and optimizations tips and tricks to make sure your Steam page gets the visibility it deserves. This video is a must watch for everybody who wants to succeed as a full time indie game developer.
● Check out Chris' free course on how to set up a better Steam page: howtomakeasteampage.com/
● Subscribe to Chris' free indie game marketing newsletter: howtomarketagame.com/free/
● Wishlist Will You Snail on Steam: store.steampowered.com/app/11...
0:00 - Intro
MY STEAM PAGE FOR WILL YOU SNAIL
0:31 - How People Browse Your Steam Page
5:30 - How To Tag Your Game on Steam
12:23 - Best Practices for the "About This Game" Section
16:47 - How Many Wishlists Should You Have? (My Analytics)
21:05 - How To Promote Your Game to Get More Wishlists
24:15 - How To Analyze Your CTR on Steam
26:22 - How To Get Visibility From Discovery Queue
STEAM PAGES BY OTHER INDIE DEVELOPERS
29:16 - Karlson by Dani
34:58 - Hollow Knight by Team Cherry
40:17 - Glitcheon by Yän, River and Bonicle
46:29 - Slimekeep by BenBonk
52:52 - Dorfromantik by Toukana
1:00:11 - Outro
● Join the Will You Snail Discord: / discord
● Join our creative game dev community on Discord: / discord
Please be so kind to share this video with your developer friends to make sure I can keep making these. :)
Hope you enjoy!
#gamedev #indiedev

[@howtomarketagame]

Hi folks Chris (the guest) here in the Comments. Feel free to ask me anything

[@prettyfrenchgames]

Hey Chris, I'm a nobody in the game industry, working on my first game. Is there an optimal way to use the "marketing beat" of releasing my first trailer to bring people to my Steam page or should I just post it on youtube and move on?

[@GonziHere]

Hi, thanks for an incredible breakdown. I just want to ask about a steam page ASAP - could you define "as possible"? Vertical slice might not have different zones (for screenshots), there might not be enough ready for the trailer... or is art that will become obsolete fine? Can "empty/bad" steam page hurt me? Thanks.

[@TheRealPunkachu]

I have a question. You mentioned that games with lower than 10,000 wishlists were hit hard by Steam's algorithms. Is there anything you can do to combat this when developing a game with a smaller marketing budget and shorter timeframe? As in, if your game has a smaller target to hit. In my particular case I don't know if my game would benefit from that level of marketing. Or do you maybe think I'm overestimating the difficulty of hitting 10k? Thank you so much for the insight shared in this video! It's incredibly useful intel.

[@howtomarketagame]

@@prettyfrenchgames Hi! I know you. Yes contact as many press people as possible. 99% will ignore you. The 1% can do good things.

[@howtomarketagame]

@@GonziHere It is ok if art becomes obsolete because then you can do a news beat describing what changed. Do it! make a steam page.

[@nebulaxis7849]

“Most people on steam don’t watch the trailers” I’m not mad that he’s wrong I’m mad cause he’s right

[@CooLooZ]

Well videos on steam store are extremely buggy, so I'm not surprised at all.

[@TheSimonCle]

Ill watch the trailer if the screenshots and description captures my interest, and clearly shows the gameplay. I’m amazed how well I for into the user he is descriping

[@MotraZotra]

Game developers don't play as many games as non game developers. Because we are busy developing.

[@studioprimitive]

Trailers are a waste of my time. They are a pain to find what you want. I just look at the screenshots and read the description.. exactly what he said people do.

[@MotraZotra]

@T R gamers play games every day. You work on your game every day. It's not even on the same scale.

[@bluerhino1046]

Jonas is talking like when I talk to my teachers. "uh-huh" "yep" "I see..." "definitely"

[@evon2543]

He is

[@JonasTyroller]

That's because he definitely was my teacher here.

[@PumpyGT]

@@JonasTyroller Lol

[@user-dz6on9or5d]

​​@@JonasTyrollerhey, I have a problem with the achievement section, it's not checked in steamwork :( please help me 😥😥

[@Ziziwai]

@@user-dz6on9or5d Did you get it figured out? I know there’s a separate section where you add achievements, but there’s also another section where you checkmark that there *are* achievements. Maybe you added them but missed the second thing?

[@Danidev]

Awesome video, and thanks for the feedback, ill definitely make some changes :o

[@Jayden-rk5fl]

dont add more billy

[@solidboots]

*e*

[@syedsadiq8631]

kzbin.info/www/bejne/qGK7dHaCbLSpbpY

[@funnyassclown8869]

Hi dani

[@fahimjunayed5894]

Looks like our good old friend unity's particle system has to add some juice to these screenshots. Because as a wise man said, "Particles are mandatory." - Plato 2021

[@BenBonk]

Thanks so much for the feedback! Definitely going to make some changes right now, and work on improving the steam page later on into development.

[@LeMellow]

Heya!

[@flashplays6489]

Good luck then

[@jaochao9614]

not gonna lie, just checked out your page, i was hesitant when watching the video to check it out, but i genuinly want to try out your game now after checking your page. looks fun, respect

[@KlausWulfenbach]

Step 0: Finish your dang game and put it on the Steam Store. I'm still working on that one.

[@maciekpryc3416]

Nah, you definitely don't want to wait until your game is done with creating Store page... but yeah, it's good to finish your game, sometime xD

[@omerfarukbykl6097]

​@@maciekpryc3416 agree with you

[@10dvvks.d.r.tharun15]

lol

[@fahimjunayed5894]

step -2: repair your pc step -1: find a game idea these need to be done first for me.

[@AstralStudioGames]

Same

[@richardstevenson371]

I do exactly what he said people do with trailers lol. And he’s right that I’m looking for gameplay. I occasionally binge through the discovery queue which leads me to a lot of games I don’t want, and I want to get through those quickly. I will look at the description, gameplay, and review score. Because I have so many steam games, I am almost always not wasting time looking at anything below Very Positive. There are some times I will go with a mostly positive or mixed if it is really affordable and the idea fascinates me and clearly it was too niche for people based on the comments. I will say I skim the text, not ignore it completely. It’s where I go when I like what I see in the screenshots, etc.

[@NoNameAtAll2]

but how many of the games you got have you actually played?

[@YaenGamedev]

Oooh boy, Glitcheon is in this. Chris knows what he's talking about so I'm kinda anxious to hear what he has to say but hope we can improve our presence with the feedback. (haven't watched yet)

[@YaenGamedev]

Quite helpful and actionable! That's how I like my feedback. Thanks a lot!

[@flashplays6489]

Its nice u guys are happy with this keep it up

[@flashplays6489]

I played glitcheon amzing game btw

[@indigu6624]

Good luck! Excited to see how creative you get with the improvements on your page.

[@YaenGamedev]

@@flashplays6489 Thank you! Glad you like it so far

[@babasheep2828]

Great! Now I can sell my master piece! It’s about a plumber, that goes to save the princess from a dragon looking guy! I think it’s pretty ingenious.

[@typodoeseverything]

UhH tHaT's JuSt MaRiO bRoThErS

[@kayyy5034]

Wow never heard from that idear befor. It will be great

[@babasheep2828]

@@kayyy5034 right!

[@enderguardian7443]

I think it will change the gaming landscape

[@babasheep2828]

@@enderguardian7443 yeah!

[@ollie-d]

This might be the single best video on optimizing a steam page. I’m sure the meta has changed slightly over the years, but it at least teaches you how to assess steam through a specific lens

[@richardstevenson371]

“Overcome a predictive fully-voiced AI and his robot army in this fast-paced action platformer.” Something like that that really highlights your set-apart features: 1. Predictive AI 2. Boss Fights 3. Hybrid Gameplay Elements (Tower Defense, Basketball, etc.) Not sure how to word that last part concisely but this would grab my attention on what is special and awesome about Will You Snail.

[@ThePC007]

I like how you put emphasis on the fact that it is fully-voiced simply because it makes it easier to connect the description to what is seen in the trailer.

[@jwddwj9]

Literally paused to video to go dump the indie tag from my game lmao. Fantastic colab, this was so helpful.

[@izzyhope58]

11:02 Getting Over It, Psychological Horror. Lol, That tag SOOO true

[@WesleyVanroose]

This is pure gold! This such a big hurdle for indie to get their games to the big market.

[@emanueltejadacoste2250]

Cant believe i watch this complete video at first recomendation and Im just a web developer

[@igpaygames]

A good follow up video would be to implement Chris's suggestions about tags and stuff and then tell how it affected your numbers.

[@broganking9830]

Goes for 1 hour, felt like 5 minutes. What a power house of knowledge! Thank you so much for the video. I've signed up for the course and newsletter!

[@sanderambroos5210]

The best thing about this channel is the fact thas Jonas is willing to learn himself through showing us these discusions! Thanks for sharing!

[@HelperWesley]

This was an awesomely informative video! As a solo developer myself, I love seeing this sort of thing and I'm sure others do as well. Thanks for sharing. :)

[@UnderfundedScientist]

Such great advice, I'm about to re do my itch page

[@ibrahimouhamou9732]

I just want to say that sometimes I ignore the games just because the trailer doesn't exist

[@mementomori7160]

Jonas, I thought about it a lot and I think you're one of the greatest game devs on YT, your videos always teach a lot of useful stuff I don't see in other places(maybe I don't look hard enough, but YT is like steam, you only have a few seconds to interest people) And I like that you wishlisted the game while recording, just because you felt it in the moment

[@geniusapple6471]

This really was insightful, and definitely helpful to people like me who are trying to make an Indie game. Good work Jonas :D

[@AstralStudioGames]

Definitely going to help me on my upcoming indie game VOID! (Although that game won't come out for years since it just started coding a few months ago)

[@rakshasharma6656]

You inspired me to make my own game, I'll release it one day, currently working on it...

[@kayyy5034]

Have good luke with it. :)

[@danielmuenstermann]

good luck from me too :D

[@Luukskywalker]

Good Luuk

[@deliocache2528]

Gude luck

[@brannonharris4642]

Holy shit. This was a great video. Jesus, man. Way to just crap on the rest of the devs trying to sell us full time courses. I appreciate you, man

[@Itsysss]

Woah I'm pretty early, *Early gang*

[@B8Code]

Hehehe

[@BornToLose305]

He

[@mementomori7160]

Gang rise up!

[@Bebs_]

Same

[@yoavrozov]

Yes Hehe

[@SnutiHQ]

This is a colab video we're hyped about!! 😍 Thank you Jonas and Chris for taking your time! 🎉🎉

[@oh-facts]

man, the stuff you said about people shopping on steam . sooooooo true, that is exactly what I do when I'm casually looking for games

[@JonasTyroller]

Haha. Same.

[@weenyboi]

I definitely just click through the trailers looking for something interesting just like he said lol great video

[@alejolab]

I've been reading Chris' newsletter and blog for about two years now. I'd advice everyone who want to makes games for a living to go and join now. It's filled with actionably advice and data from his own experiments and research.

[@tuatarian6591]

I appreciate that you record & upload these to your channel, this is super useful for everyone

[@pranavbadrinathan6693]

The first thing that catches my attention is the Title and the thumbnail art. After that, I usually watch the trailer. Honestly, it's trailer and THEN the game description for me lol.

[@HyperNova137]

I was expecting some generic advice from a video like this, but stuck around because this was some REALLY important and useful info... Especially since some of it is a bit counter-intuitive and not the kinda thing you would figure out on your own, even after lots of trial-and-error experience. Great vid.

[@jonathanlorenz-indiedev]

One of the most informative video on your channel so far, while still being about your journey releasing your game. Good job!

[@VitorGuerreiroVideos]

This is awesome! Thanks a lot for sharing Jonas and Chris! Awesome insights here!

[@yigithanion]

I didn't know I needed this. Thanks.

[@ItzRyanF00]

I had never thought about it like a product inside a store, that makes so much sense but went over my head so fast. Thank you!

[@ThousandAnt]

Terrific conversation! Thanks so much for doing this guys. Lots of great info.

[@korixioo]

Great guest! I'm in his newsletter, very useful information!

[@Zeraxxus]

This is a really great interview / learning session. So much good knowledge is poured out. Worth the whole hours watch from start to finish! Well done Jonas and Chris . *clap* *clap*

[@JustDaZack]

So much to learn here! 🙏 Great vid! 🙌

[@nilsmuller-cleve6769]

Saw one of the GDC talks and it was great. Nice to see this advice applied to real examples.

[@FlatThumb]

Very interesting and useful. Subscribed to the newsletter Chris!

[@saultoons]

Very helpful, will definitely refer to this in the future, thanks Jonas and Chris!!!

[@Enemby]

The slow dread and increasingly lacking attentiveness in Jonas' voice is bang on for 'dev who has now noticed a dozen things to fix and is compiling a mental list'

[@NotFamousReal]

Really really great advice here and a lot of detailed specifics. I just launched my games page, but haven't got much of any traffic or wishlists quite yet. Lot of work to do!

[@UnderfundedScientist]

Seriously awesome of you to show your numbers to help educate

[@TheLegendsOfTynedale]

An incredibly useful video! I've learnt loads. It's interesting to know my click-rate is high but my wishlist conversion needs improving and how to do so. Thanks so much and please do another video like this!

[@CaptainNinjaKid]

I can't believe how useful this video felt. Good work

[@editdev]

super insightful! thanks jonas

[@kintrix007]

Can't wait to watch through it! :)

[@makemypetgamedevprocess6475]

Thanks for this video Jonas, no one really talks about it. Keep it up ❤️

[@gazzagamesstudio9458]

Wow, time to start taking notes. Great advice!

[@AntiqueGear]

Dude, this video is a marketing goldmine! Very helpful! Thanks!

[@Nomadnetic]

This is amazing, thank you for putting this video together.

[@dirzz]

Priceless information, thank you!

[@szepad3687]

This is gold mine right here and it's also free! Thanks Jonas and Chris!

[@dragoran149]

Awesome interview/workshop. I stopped game dev but this is a must watch for all indie.

[@SchneiderRob]

Dude, awesome video. Chris has great feedback. It's cool to see you receiving feedback because I love your game test videos and think the feedback you give is awesome. So when I see you keep an open mind and learn from others, that just reaffirms that you are a great teacher. One who accepts they can improve will improve. One who thinks they are the greatest will never be great.

[@LetsPlay4Free]

Just checked the new description. Much better 👍 ;)

[@anhedonie92]

I see that you implemented the changes that were talked about here, I would love to see a followup video with the results of the update. Thanks for the great and informative content!

[@TinCanToNA]

Thank you so much for this! It feels like enormous value added for free

[@hristoborisov3713]

this is amazing info/advice thank you so much!

[@jwakeuplink7671]

There's so much mixed and vague information about indie game marketing out there, but this was a really great, in-depth look at some of the practical steps you can take to improve your game's Steam page performance. Thank you both for this :)

[@Lugmillord]

Wow, fantastic information. This goes right into my favorites!

[@strollingstickgames6407]

Awesome advice, there is so much to think about when launching your game but if you get the basics done you can increase your chances of success a lot!

[@yespa]

This information here is actually really really valuable!

[@SteinMakesGames]

Great video! Wrote down plenty of useful notes for a future Steam page :)

[@thisgamedev]

This is really helpful, thanks again Jonas for an amazing video :)

[@Novemtails]

Great video. I really enjoy each minute. Thanks

[@razvaniuga9164]

Great video! Thanks!

[@charliekeane2520]

Animated gifs would be good to show off the glitchy abilities discussed around the 42:00 mark.

[@johnhickersantilan4295]

This is really interesting, thanks for the information

[@wizzlez9615]

I feel like an expert on this now, very well explained and has awesome tips! Definitely going to have to come back to this when I release to Steam someday!

[@TheAsbj0rn]

this is very insightful. thank you for sharing!

[@woeliewoeliewoelie]

Such valuable insights! Thanks a lot

[@j.vonhogen9650]

Really awesome video! I've learned a ton of stuff by just watching this video. Thanks a lot!

[@mcart567]

I wish I would have seen this video a couple years ago. Still, I'm super happy I got to see it at all!

[@XanderwoodGameDev]

Such a useful video. I will eventually be looking to get my game on Steam. I'll be coming back to the this a few times before then I think!

[@10dvvks.d.r.tharun15]

wonderful video ! love ur content keep posting videos like this

[@porchettogamedev7540]

Thank you man! This is GOLD!

[@TheShelfman]

This was a really useful and insightful video. Really glad you and Chris talked about all of this!😁

[@yellowmarkers]

TheShelfman

[@mdhsoftware9031]

Awesome - that's a real eye-opener!

[@Woots]

This video was very enlightening!

[@blackcitadelstudios]

Currently building my steam page now. Just to get early wishlists. Thanks for the insights. ☺️🙏

[@Gilel5]

Just wanted to say great video man its super interesting and insightful

[@ViroidGames]

Finally had time to watch the whole thing. Thank you for this.

[@JonasTyroller]

Thanky you fro making the time to watch. ;)

[@yellowmarkers]

@@JonasTyroller Thanky

[@esotericgamedev]

Really good video thanks

[@luisspielzeit6581]

Danke für dieses Video! Das hilft mir bei meiner Spielentwicklung sehr weiter :)

[@AndrisGameDev]

This was very informative. Another bit of info for you guys, that even tho earlier the top 5-10 tags were indeed very important and useful when matching your "target games" tags, today they matter way less IF your game is not already selling well. Earlier targeting other games' "more like this" section was pretty easy but since 2019 it is kind of impossible.

[@masterlewzilla2116]

HAha, that video perfectly showed up when i was in the middle of creating my steam store page. Thank you very much! VEry very helpful

[@JonasTyroller]

Haha. Perfect. Happy you found it useful! :)

[@yellowmarkers]

Jonas Tyroller

[@PhillipAmthor]

This is perfect, thank you for showing all sides of a modern game!

[@fear-the-phantom]

This is a pot of gold. Super useful, thanks for putting this together!

[@-highlyne-8679]

I have a huge steam game catalog and it feels like this dude is reading my mind when it comes to buying games. certainly some great advice to take into account when trying to market your game on steam.

[@evon2543]

Extremely useful video!

[@MG-nn8dy]

great work!

[@thedjsente5858]

This guy is spot on for how I look through a steam page... I even skip through the videos like that... and I am trying to find out what the gameplay is like... probably for you all as well.

[@computery]

Literally the most informative video I have ever watched

[@mohmadaliyaghmay1117]

Thanks a lot for videos, really helpful.

[@LibonatiDesign]

I learned sooooooo much from this video! Thank you so much!