How to Run a Successful Steam Wishlist Campaign in 2024?

Are you looking to launch your first game and make it a success? A Steam Wishlist campaign can help you build momentum and engage players before your game even hits the launch phase.

Steam Wishlists, introduced in 2010, allow players to track upcoming releases, helping developers analyze player interest and predict sales.

Why does a Steam Wishlist matter?

Wishlisting on Steam is a great strategy for new games, generating buzz before release. While Steam Wishlists alone won’t guarantee success, combining them with strong marketing strategies can improve your chances.

Key benefits

Easier analysis for developers:

Steam Wishlists allow developers to see how many people are interested in their game, offering valuable data to inform development and marketing decisions. Though Valve doesn't disclose exact sales figures, according to a 2023 report, a game with 1,000 reviews on Steam may sell between 20,000 and 60,000 copies.

Identify popular features:

Wishlist data helps developers identify which aspects of the game appeal most to players. By tracking how wishlisters found your page and analyzing their preferences, you can refine your game to better suit your target audience.

Serves as a marketing tool:

Steam Wishlists act as a mailing list, notifying players about:

• Game releases or updates
• Special promotions related to their wishlisted games
• Price drops or discounts

Increased visibility:

According to Valve, wishlists don’t matter much in terms of visibility. But while it is technically true, it does not mean that you should not have wishlists. Valve trusts wishlists that have come from an account that has purchased a certain number of games. Also, it is important to collect enough wishlists to be featured in Popular Upcoming, since it gives a lot of visibility.

Insight into your player base:

Steam provides data about your player base even before launch. Through the Steamworks developer portal, you can access stats on wishlist numbers, page visits, and interactions, helping you refine your strategy and improve engagement and monetization.

Community building:

Building a community around your game before release can lead to valuable feedback and a loyal player base. Engaging with potential players early on can boost your wishlist numbers and overall success.

How to announce your game on Steam

A strong game announcement can generate hype and anticipation, leading to increased visibility and sales. Consider these key factors when announcing your game on Steam:

• Funnel traffic to your page: Coordinate announcements across multiple platforms to create momentum and urgency.
  
  
• Timing is key: Announce your game at the right time—neither too early nor too late—to maximize interest.
  
  
• Consider Early Access: Offering early access or a demo version can generate interest and valuable feedback before the official release.
  
  
• Aim for long-term visibility: Plan your announcements strategically to maintain player interest over time. Showcasing your game at events can also boost visibility.
  
  
• Include a strong call-to-action: Encourage players to wishlist your game by including impactful calls-to-action in your communications.

Paid acquisition for Steam Wishlists

Running a Steam Wishlist campaign can be challenging, as you need to create awareness and get players to wishlist a game that isn’t available yet. Here are some tips:

• Choosing the right platforms: 
  Omnichannel marketing works best—using platforms like Facebook, Google, and Reddit Ads in conjunction with programmatic platforms such as Taboola, Outbrain, and DV360. Choose your platforms based on your budget, objectives, and target audience.
  
  
• Setting up tracking:
  Use tools like Google Tag Manager and Steam Analytics to track campaign performance and visitor behavior. By integrating these tools, you can optimize your campaigns and identify areas for improvement.

Influencer marketing for Steam Wishlists

Influencer marketing can significantly boost wishlist numbers by leveraging large followings and new audiences. Consider these steps:

• Find the right influencers: Target influencers with a strong following in your game’s genre or with a history of promoting games.
  
  
• Create influencer guidelines: Provide influencers with clear guidelines, game demos, and promotional materials to help them create content that aligns with your campaign objectives.
  
  
• Monitor the campaign: Use tracking tools to measure influencer performance and adjust your strategy accordingly.

Steam page optimization 

Your Steam page is often the first interaction players will have with your game. Optimizing your page is crucial to attracting and converting visitors:

• Game description: Write a clear, engaging short description that highlights the most appealing aspects of your game. Use Steam’s advanced search tool to find similar games for inspiration.
  
  
• Trailer: Create a visually engaging, concise trailer that showcases your game’s best features.
  
  
• Screenshots and artwork: High-quality images that accurately represent your game are essential for capturing interest.
  
  
• Competitive pricing: Analyze the market and set a competitive price for your game to attract more players.
  
  
• Reviews: Positive reviews are crucial for social proof, especially during your Steam Wishlist campaign. Until reviews are available, focus on influencer marketing to build trust.

Other marketing strategies for Steam Games

To further promote your Steam store page, consider these additional strategies:

• SEO optimization: Optimize your Steam page with relevant keywords to improve visibility and searchability.
  
  
• Community building: Build a community around your game on platforms like social media, forums, or Discord, and engage regularly to generate interest.
  
  
• Cross-promotion: Partner with other developers to promote each other’s games and increase exposure.
  
  
• Organic social media marketing: Use platforms like X, Facebook, and Instagram to share game updates, screenshots, and news.
  
  
• Beta signups: Create a landing page for beta signups to generate interest and gather feedback before release.
  
  
  

Conclusion

Realistic expectations are key when promoting your game on Steam. While a well-executed PR campaign can boost your wishlist numbers, sustained effort through targeted marketing and continuous optimization of your store page is essential for success. Game Marketing Genie can help you create a successful Steam Wishlist campaign and maximize your game’s potential. Contact us today to learn more.