Publishing sooner gives you more time to accumulate wishlists.
Example: Dome Keeper launched their page ~9 months before release, gathering tens of thousands of wishlists before entering their demo into Next Fest.
You can update the page at any time, so it doesn't need to be perfect.
→ Start with a simple trailer, four screenshots, and a short description.
Having a public Steam page early on lets you start gathering analytics on traffic sources and conversion rates much sooner.
High-contrast artwork grabs attention and increases click-through rates.
Example: UFO 50 used a bold and legible capsule that stands out even at small sizes.
Your title text should be readable even when scaled down to 120×45px.
→ Read through Steam's Graphical Assets Overview.
The capsule should match your game's genre and tone. It doesn't need in-game graphics. Stylised illustrations often work better than screenshots or pixel art.
Use a clean, repeatable shape:
A [camera perspective] [genre/subgenre] where you [core gameplay loop].
"A tough-as-nails 2D physics platformer where you swing to freedom as a plunger-wielding rooster. One wrong move sends you straight back to the pit. Cluck up, and it's a long way down."
Is it first-person? Over-the-shoulder? Top-down? Sidescroller?
Be specific: Metroidvania, roguelike, management sim, bullet hell, etc.
What will the player be doing? Fighting enemies? Solving puzzles? Building?
Use verbs and phrases that match your game's tone.
"Escape the fog" evokes tension and atmosphere, while "manage resources" or "collect upgrades" suits a more systems-driven experience.
Open with gameplay instead of logos.
Example: I Am Your Beast shows gameplay within the first five seconds.
View I Am Your Beast on Steam →Use montages of short clips instead of long uncut footage.
Use fast music and pacing.
Most viewers stop watching within the first 30 seconds.
Hook → Gameplay montage → Key features → Call to action.
The first 5 tags are the most important.
Mimic the tags used by bestsellers in your genre.
example tags for a 2D roguelike deckbuilder.
Set the tone and quickly summarise the core gameplay loop.
Use bold headers or custom banners to separate features.
Have 1–2 lines under each header to explain the feature.
Add bullet lists with 2–4 feature-focused points per section.
Use embedded GIFs or MP4s to visually reinforce what you're describing.
Only 36% of Steam users speak English, so focus on localising to Simplified Chinese (27% of users) and Russian (9% of users).
Games without localisation won't be shown to users browsing Steam in other languages.
If you can't afford translators, build a translation team from your community.
Example: Balatro launched in English only and then added more languages post-launch using fan translators.
Use $X.99 pricing tiers (e.g. $19.99) and avoid awkward pricing like $17.50.
Most Steam users only buy new games at a discount.
Leave enough headroom for 20% to 50%+ discounts. Check the upcoming Steam events page to see if there's a relevant one for you.
Ensure regional prices are adjusted by -50% in China, Russia, and Brazil.
Submit your demo to the Steam Next Fest closest to your release date.
Release the demo a month before Next Fest to leave time for bug fixes.
Avoid launching during seasonal sales or your game will get buried.
Games with no release date won't appear on Popular Upcoming.