Steam Next Fest is a highly anticipated event in the gaming industry, where developers and publishers showcase their upcoming titles to millions of gamers worldwide. For perspective, the June 2023 Steam Next Fest attracted 11.4 million unique visitors.

Strategic marketing before and during Steam Next Fest offers a valuable opportunity to reach a broad audience and drive thousands of page visits, even in competitive genres. In this guide, we’ll explore key strategies, expert insights, and practical tools to help you maximize your game’s success.

Understanding Steam Next Fest

Steam Next Fest is a multi-day event where developers showcase their upcoming games through free demos. Held several times a year, it’s a platform designed by Steam to help indie developers introduce their creations to players worldwide. Not only does it offer a stage to display your game, but it also provides a direct channel to gather invaluable feedback from the gaming community.

During the festival, developers can live stream their gameplay, engage with potential players, and collect wishlists, which are crucial for a successful game launch. The event fosters a sense of urgency and excitement, as players have limited time to explore and experience the demos on offer.

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Benefits of Participation

Participating in Steam Next Fest offers numerous advantages. Firstly, it enhances visibility. With thousands of gamers exploring new titles, the potential for discovery is immense. Secondly, the festival is an excellent opportunity for collecting wishlists. Games like Manor Lords have achieved up to 300,000 wishlists, demonstrating the event's significant impact on a game's future success.

While top performers like Manor Lords can secure hundreds of thousands of wishlists, the average game typically garners around 1,000-2,000. However, surpassing the 5,000-7,000 wishlist mark is often considered a success and can elevate a game to higher visibility tiers on Steam.

Beyond numbers, the festival allows for real-time engagement with your audience. Getting direct feedback helps refine your game and tailor it to player expectations. Additionally, being part of the festival often leads to media coverage, further increasing your game's visibility.

When to Participate

Timing is crucial when participating in Steam Next Fest. You should aim to join the festival closest to your game's launch. This strategy maximizes visibility and ensures that your game is fresh in players' minds. It's essential to have a polished demo ready, as first impressions are critical.

If you're uncertain about your game's readiness, consider using platforms like Reddit to gauge feedback from the community. A sense check can help you determine if it's the right time to showcase your game or if additional development is needed.

What If You Are Not Ready?

If your game isn't ready for the upcoming Steam Next Fest, don't rush the process. It's better to wait for the next opportunity once you've refined your game. In the meantime, explore alternative festivals and platforms to showcase your game and gather feedback.

Platforms like itch.io can provide valuable insights and help you build a following before your big reveal on Steam. Use this time to polish your demo, gather wishlists, and prepare for a successful launch.

How to Prepare for Steam Next Fest

Steam Next Fest is held three times a year, typically in February, June, and October, and it's important to start preparing well in advance. Be sure to review Steam's official documentation for the event: Steam Next Fest Documentation. Below, you’ll find additional guidelines to help you get ready for the festival.

Demo Quality and Playtesting

A high-quality demo is your passport to success at Steam Next Fest. This is often the first interaction players have with your game, and it’s crucial to leave them with a lasting impression. Showcase the best version of your game by highlighting your unique features, exciting gameplay mechanics and eye-catching visuals. Your demo should answer key player questions, such as what makes your game stand out, why they should choose it over others, and what innovative elements it has.

The importance of playable demos cannot be understated. Rachel Kaser, a writer for GamesBeat, notes,

“A trailer is not a game — to truly get a feel for an upcoming game, a demo is still your best choice, despite the greater time investment upfront.” 

Keep your demo length around 30 minutes, ensuring that the first five minutes are captivating enough to encourage players to explore further. Avoid lengthy introductions; instead, jump straight into the action and engage players right from the start. Playtesting is a key component of creating a great demo. Conduct extensive playtesting with a diverse audience to identify and fix any issues, and consider releasing your demo at a smaller event or in a closed beta to gather valuable feedback.

Optimize Your Steam Page 

With over 800 games competing for attention during Steam Next Fest, clarity and structure are key. Your Steam store page is your main marketing tool, so it's important to optimize it to stand out and attract players.

Get your Steam page up and running as soon as possible to start building wishlists. Keep the text clear, concise, and easy to skim, while also embracing your game’s theme and personality to engage visitors. A week before Steam Next Fest, consider looping a pre-recorded video on your store page to grab attention. Ensure your assets—screenshots, trailers, and descriptions—are updated and accurately represent what players will experience. 

Tags are one of the first things players notice after your cover art and title, helping them quickly identify if your game fits their interests. Tags like top-level genres, sub-genres, themes, and gameplay features ensure that your game appears in the right filtered searches. Be sure to use every relevant tag that describes your game and resonates with your target audience. Steam allows up to 20 tags, so make sure each one is carefully selected to best represent your game’s unique aspects.

Build Feedback Channels

Feedback is invaluable for indie developers. Before the fest begins, set up clear channels for receiving player input, such as a dedicated Discord server or Steam community thread. Make these channels easy to find and accessible. Insights from player feedback can help you polish your game and refine any rough edges.

Gain Momentum Before the Event

Early momentum is critical for gaining visibility during Steam Next Fest. Your main objective should be to get featured on one of the prominent tabs—Popular Upcoming, Most Wishlisted, or Daily Active Demo Players—which can significantly boost your exposure. To achieve this, a strong push in the week or two leading up to the event is essential. While getting on the Most Wishlisted tab can be highly competitive, aiming for the Popular Upcoming tab by driving wishlist numbers ahead of time is a more realistic goal.

If you're unable to secure a spot on these main pages, focus on topping niche filtered pages such as Fighting Games, Card Games, or City Builders, where players specifically filter for games in these categories.

Read on to discover how to build that crucial early momentum and maximize your game’s visibility during Steam Next Fest.

Media and Content Creator Outreach

Reaching out to media outlets and influencers is a powerful way to boost your game’s visibility during Steam Next Fest. Start your outreach early—well before the event begins—to increase your chances of securing meaningful coverage. Personalized pitches tailored to each outlet or influencer are far more likely to generate positive responses. Here’s how to approach both influencers and the press:

Influencers

Target the Right Influencers: Focus on influencers who have played games similar to yours. Use YouTube, Twitch, or third-party tools to find creators who have covered at least two games in the same genre. Indie developers should prioritize nano/micro-influencers (under 100k subscribers/followers), as they are often more accessible and willing to engage with indie titles.

Curate Contact Details: Build a list of influencer contact details by collecting emails from their YouTube and Twitch channels. Keep in mind that YouTube has a daily captcha limit of around 5 email grabs, so plan accordingly. Additionally, there are tools available that allow you to target hundreds of channels based on gaming-specific criteria and acquire targeted gaming influencer lists with contact data.

Reach Out Effectively: Start outreach at least two weeks before Steam Next Fest. Make your pitch short and compelling—explain why your game stands out compared to similar titles they've played. Include a gif or image for visual appeal, and provide direct links to your press kit, Steam page, and other resources. For larger or niche influencers, consider offering a small budget to secure their participation.

Outreach at Scale: Reach out to as many influencers as possible to maximize your reach. Some may naturally be interested in your game, while others may require compensation. Balancing organic ambassadors with paid activations ensures broader coverage.

Aim for "Top Games to Watch" Lists: Influencers like Skill Up and Best Indie Games often create “Top Games to Watch during Steam Next Fest” lists. Getting featured in these lists can dramatically boost your game's visibility and audience reach.

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Press

Leverage Press Preview Event: Steam offers select press outlets a preview of all games registered for Steam Next Fest approximately 10 days before the event begins. During this press preview, outlets can browse games by genre, theme, or style through the store pages that are already live. Make sure your Steam page is polished and your demo is available if you want to capture early media attention.

• Demo Access: Press will not have any special access to your demo; they can only play what is publicly available. If you'd like your demo to be accessible during the press preview, be sure to release it ahead of time, keeping in mind that it will be available to everyone on Steam, not just the press.
• Plan Ahead: Allow 3-5 days for your demo build to be reviewed before release. If you plan to withdraw from Steam Next Fest, make sure to opt out before the press preview begins.
• Provide Press Contact Information: If you included press contact details in your Steam Next Fest registration form, Steam will share this information with press outlets. This makes it easier for journalists to reach out if they’d like to cover your game.

Pursue Coverage in Key Articles:
Getting featured in articles like VentureBeat’s "The Steam Next Fest Demos I Enjoyed the Most" or PCGamesN’s "Nine Essential Steam Next Fest Demos to Play Before They’re Gone" can greatly amplify your game’s exposure and build credibility with potential players.

• Identify Key Writers: Research writers and outlets that regularly cover Steam Next Fest or highlight indie games. Focus on journalists who have written similar articles, ensuring your game aligns with their preferences and style.
• Follow Up During Steam Next Fest: Don’t hesitate to send a polite follow-up during the event to remind journalists about your game and offer any additional information or updates. Make it as easy as possible for them to find and review your game amidst the busy festival.

By targeting both influencers and press with tailored outreach, you can significantly amplify your game’s presence and build momentum during Steam Next Fest.

Teaser Campaigns & Community Building

In the lead-up to Steam Next Fest, building anticipation and engaging your audience is essential for a successful launch. A strong teaser campaign combined with active community-building can help generate excitement and interest in your game.

• Release Captivating Assets:
  Share engaging assets like gameplay trailers, teasers, and developer diaries before the event to build anticipation. Quality visuals and captivating content can generate buzz and excitement around your game. 

Running teaser campaigns with sneak peeks and behind-the-scenes content keeps your audience engaged and curious. Encourage sharing and interaction to amplify the reach of your promotional materials.

• Engage with Your Audience:
  Building a community around your game is vital for long-term success. Establish an active presence on social media, forums, and Discord. Regularly update and interact with your community to foster a loyal following.

Hosting Q&A sessions, sharing development updates, and responding to player feedback creates a sense of connection and investment. A vibrant community can become your game's biggest advocates, spreading the word and attracting new players.

• Consistency is Key:
  Develop a communication plan to share regular updates, from major announcements to small development milestones. Consistent engagement builds trust and keeps your audience excited. Share these updates across all platforms, ensuring they reach the places where your core audience can amplify your message.

By running engaging teaser campaigns and actively building your community, you’ll set the stage for a successful Steam Next Fest launch.

Marketing During Steam Next Fest

Maximizing your visibility and engagement during Steam Next Fest requires a strategic approach. With the right use of Steam’s tools, you can stand out and attract attention from both players and the media. Here’s how to make the most of these opportunities:

Featured Broadcasts

Steam Next Fest offers the chance to schedule live broadcasts where you can showcase your gameplay and interact with viewers. To make the most of this:

Schedule Your Broadcast Wisely. Aim to schedule one of your broadcasts during a less crowded time within the first 48 hours of Steam Next Fest. While there’s more competition for attention early on, there are also more viewers eager to discover new games.The final days of the event tend to attract fewer viewers, as most players will have already checked out new titles by then. William Taubenheim, CEO & Founder of Lost Frame Development LLC suggest:

"When scheduling your events wait until the day before or even the first day of festival. Use the festival preview page (you are given access to the preview page on your steamworks dev account) so you can see the full schedule of other games, try to find a slot where there is 3 or less other livestreams at that hour. Only 4 livestreams are featured at a time so it is important to try to pick a time where you will have less competition and picking an hour with 3 or less competitors assures you will be featured for the full hour."

Live Streaming: Valve recommends live streaming during your broadcast slot because it fosters an interactive and engaging experience for your audience. Engaging with viewers in real-time can help build excitement, answer questions, and drive more interest in your game.However, if you’re not comfortable with live streaming, you can pre-record your gameplay and set it to loop. This allows you to maintain a presence without needing to be live.

If you need help setting up a stream on Steam, check out this helpful guide:

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Maximize Visibility with Pre-Recorded Content: If you choose to go the pre-recorded route, it’s recommended to loop your video for a few hours before and after your featured time slot. This keeps your stream visible higher up on the list, even after your boosted time ends. Extending the stream beyond the featured hour also helps maintain momentum, keeping viewers engaged for longer and boosting interaction.

Using RoboStreamer: To simplify your setup, consider using RoboStreamer, a tool that automates the streaming of pre-recorded videos. RoboStreamer, created by Chris, allows you to upload and stream your video in a loop without the need for manual setups like OBS. As Chris explains, RoboStreamer enables you to stream pre-recorded content seamlessly without worrying about technical issues like internet interruptions or having to leave your computer on throughout the event. For indie developers with limited time, this automation can be a huge benefit.

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Official Steam Next Fest Trailer

Steam curates a selection of 20-30 games to be featured in the official festival trailer, often referred to as the sizzle reel. This trailer is a key piece of promotional content for the event and garners significant attention from the Steam community.

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To improve your chances of being selected for the trailer in future events, it’s crucial to have all aspects of your game polished and ready:

• Fully Registered Game: Ensure your game is fully registered on Steam with no missing details or incomplete sections.
• Public Trailer: Your game must have a high-quality, public-facing trailer available on your Steam store page. This trailer should effectively showcase your gameplay, visuals, and unique features.
• Up-to-Date Visuals and Descriptions: Make sure your store page is completely up to date, including screenshots, descriptions, and any additional media that best represents your game. Steam’s editorial team will prioritize games that are visually appealing and well-documented.

If your game is chosen, Valve will reach out via email to notify you. It’s important to be prompt in responding and approving your game’s inclusion, as final approvals are typically required at least two weeks before the event begins.

Tracking and Analytics

Monitor Results

Tracking key metrics extends beyond wishlist counts. Monitor which creators are streaming your game, media mentions, and social media activity. Understanding these dynamics helps refine your marketing strategy and prolong your campaign's effectiveness.

Analytics provide insights into player behavior and preferences, allowing you to make data-driven decisions. Adjust your marketing efforts based on real-time feedback to maximize your game's impact during the festival.

Adapt and Optimize

Use data to refine your marketing strategy and signal boost your presence on social platforms. Reach out to creators who show interest in your game and consider sending them a key before launch.

Continuous optimization ensures your game stays relevant and competitive. Leverage analytics to identify trends and opportunities, enhancing your marketing efforts and increasing your game's reach.

Conclusion

Steam Next Fest is a powerful platform for game developers seeking to boost their visibility and generate interest in their games. By understanding the event's dynamics, preparing meticulously, and executing a strategic marketing plan, you can maximize the benefits of this unique opportunity.

Remember, success isn't solely measured by wishlist numbers but by the engagement and community you build around your game. Leverage the insights gained during the festival to refine your game and marketing strategy, setting the stage for a successful launch.

For more detailed strategies on how to generate Steam wishlists and leverage gaming influencers, check out our blog post on Steam Wishlists Strategies.

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