Immutable Insights

Industry benchmarks and answers for game studios

Straight answers to what studios actually ask before launch, from working with Ubisoft, NetMarble, and 700+ games.

Pre-launch Steam store page checklist

Twenty verifiable checks across the three store page layers, ordered by how much of the funnel each one controls. Every item is answerable by opening your own page.

Why is my Steam page not converting?

Usually the capsule dies at thumbnail size, so the click never happens. Eight causes ordered by likelihood, plus when a low rate is a traffic-mix artefact rather than a page problem.

Steam store page FAQ

Fifteen answers on requirements, permissions, publishing mechanics, artwork overrides and localisation. Tags publish separately, and library assets are a required second set.

Steam store page terms, defined

Twenty-six definitions covering the five capsule types, the four library assets, the written sections, tags, and the metrics used to judge them.

What your Steam store page needs at each launch stage

Announce, demo, Next Fest and launch week each need different assets. Build in funnel-leverage order, because the earlier a player sees an asset, the more of the funnel it controls.

How do you track Steam store page conversion?

Steamworks reports visits and wishlist additions in two places and never divides them. How to build the rate yourself, tag campaigns, and read what Steam cannot show you.

How much does Steam capsule art cost?

$150 to $400 for a single capsule or basic set, $350 to $650 for every asset Steam accepts. Below roughly $100 you are buying a concept sketch, not original illustration.

How do you choose a Steam capsule artist?

Score the portfolio at 120 x 45 pixels against the six criteria a finished capsule is judged on, then settle revisions, source files, rights and turnaround in writing.

Should you commission Steam capsule art or make it yourself?

Commission unless you already own strong key art, because thumbnail legibility is the skill you are paying for. Generated capsules carry rights and disclosure costs.

How to keep Steam wishlists warm before launch

Segment wishlisters into new, cold, and superfans, give each a reason to return, and pair the wishlist with an owned channel. Ubisoft's flow converted 2.8x more players on Day 1.

Steam demo benchmarks: conversion, players, and Next Fest

A good Steam demo converts around 16-20% of players to wishlists (16.33% survey median). Valve sets no benchmark for unique players or concurrent users, and only ~1.4% reach Top Demos.

How does Steam regional pricing work?

Steam supports 37 currencies across 4 region groups. Suggested prices in Turkey, Argentina, Brazil, and India run 70-85% below the US price, tracking purchasing power, not exchange rates.

What's the average Steam wishlist conversion rate in 2026?

Steam wishlist conversion rate has dropped from ~20% in 2018 to just 5-10% in 2026. Here's why it fell, and how top studios still convert 15-25% at launch.

How many wishlists do you need on Steam?

Wishlist counts scale with revenue tier, from under 7,000 to 100,000+. Here's what the ranges actually mean, and why genre changes the math.

How do I prove traction to a game publisher or investor?

Publishers evaluate 3 things beyond wishlist count: attribution, engaged fans, and conversion data. How to build 90-day proof of traction for your pitch.

How do I build an owned audience for my game?

Steam notifies each wishlister exactly once at launch. Games that add owned channels like email and Discord convert up to 2.8x more wishlisters into players.

Do Steam wishlists go cold?

A published cohort analysis found flat launch conversion across wishlist age groups. Here's why waiting to "keep wishlists fresh" usually costs more reach than it's worth.

Steam followers vs wishlists: what matters?

Followers are public, wishlists aren't, which is why analysts estimate one from the other. Here's what each metric actually triggers, and which one to optimise for.

Why did my Steam wishlists convert below benchmark?

A benchmark tells you performance was unusual, not why. A diagnostic framework for narrowing down whether the problem is audience, promise, price, or momentum.

How many wishlists before Steam Next Fest?

Roughly 5,000 estimated wishlists with strong recent growth. Pre-festival audience size explained 60% of the variance in outcomes across 16,878 games, and median gains jump 10x once a game crosses 500 followers.

When should you enter Steam Next Fest?

Enter the edition closest to launch, since each game gets one shot. February has historically produced 40-100% higher top-decile outcomes, but readiness should decide the edition before seasonality does.

How long should a Steam demo be?

About 30 minutes of focused play is a useful starting point, with the core appeal proven in the first 1-5 minutes. Genre and replayability justify going shorter or longer.

How to get Steam wishlists

Wishlists come from organic Steam discovery, external marketing content, and demo distribution through creators and festivals. The strongest channel shifts as launch approaches.

When should you launch your Steam store page?

As soon as the game has a stable public promise, ideally 6-12 months before release. Valve's two-week minimum is a compliance deadline, not a marketing runway.

What's a good Steam store page conversion rate?

Around 10% of visits becoming wishlists, with 5-10% a realistic working range and 12%+ strong. Traffic quality moves the number, so always compare against the source and the page's own history.

What are the best channels for getting Steam wishlists?

Short-form video, Steam discovery, and word of mouth each drive a big share of the average game's wishlists, but the right mix depends on dev stage, budget, and team bandwidth.

How do you get your first 1,000 Steam wishlists?

Below roughly 1,000 wishlists, Steam's own discovery barely helps, so almost every early wishlist has to be earned manually from outside the platform.

Why are my Steam wishlists not growing?

Usually because the game has stopped giving anyone a new reason to notice it, not because a channel is exhausted. The 4 real causes, and when it's not a problem.

How much does a Steam wishlist cost?

Free to the player, but $0.30 to $3 per wishlist on paid social as of 2026, climbing past $25 on weaker channels. What moves the price, and how to spend a budget well.

Organic vs paid: which grows Steam wishlists faster?

Organic wins by default and proves the message; paid wins to scale one that's already converting. The right split changes by dev stage, not a fixed rule.