Unlocking the Secrets of 'Real Steam': How to Make Your Game Shine on Steam

Discover the Magic of Steam Marketing

Charles Zukowski, a game marketing strategist, recently shared insights at the Game Developers Conference 2025 on a burning question for developers: How do you get your game noticed on Steam? While the answer isn't straightforward, Zukowski introduced the concept of 'Real Steam,' which he describes as a crucial goal for developers.

(Image credit: Valve software)

Zukowski emphasizes that beyond creating a great game, factors like early access, wishlists, user reviews, and demos play significant roles. However, he suggests that some games possess an elusive quality he calls 'magic.' According to him, this magic is essential for breaking into 'Real Steam.'

What is 'Real Steam'?

"Some games have the magic, and I don't know what it is," Zukowski admits. He notes that audience reactions to a game in Steam's discovery queue can indicate whether a game has this magic. If you do achieve this magic, he claims, Steam becomes an engine that turns magic into money.

Zukowski defines 'Real Steam' as achieving gross revenue of $150,000 within the first six to nine months of release. He analyzed 114,000 games released the previous year and found that only one managed to recover after failing to catch fire initially. This game, Beltmatic, eventually garnered over 1,000 positive reviews after a slow start.

Key Insights for Developers

• Achieving Visibility: If a game doesn't hit 250 reviews in the first month, Zukowski suggests it's time to move on. He stresses that a game's initial reception is crucial to its long-term success.
• Quality Matters: Developers must ensure their product resonates with users to encourage reviews, making it easier for Valve to recognize the game's potential.
• The Reality of Steam: While Valve has provided opportunities for small teams, the discoverability of games on the platform remains a challenge, with many high-quality titles getting lost in the shuffle.

In summary, while the path to success on Steam is complex, understanding the dynamics of 'Real Steam' and focusing on creating engaging games can significantly enhance a developer's chances of success.