How to Increase Steam Wishlists Through PR and Influencer Marketing

In the realm of indie game development, securing a spot on players’ Steam Wishlists is quickly becoming one of the fundamental goals of a title’s marketing campaign. It’s not merely an indicator of interest; it’s a potent tool that can drive visibility in an incredibly crowded market and ultimately drive sales. But how exactly do you obtain a critical mass of Wishlist adds? 

The answer? Harness the power of PR,influencer and event marketing. Let’s dive in.

Wishlists: More Than Just a Number

Wishlists record interest and give Steam a way to notify interested players at release and for qualifying discounts. They are useful campaign signals, but they are not promised sales. Valve’s current Steam visibility guidance says wishlist totals generally do not drive algorithmic visibility, with exceptions such as Popular Upcoming. A useful campaign therefore connects the right players with a store page that accurately explains the game, rather than treating a wishlist total as an automatic visibility switch.

Generating Wishlist Adds Through PR

Having a good PR approach is one such avenue. Good PR is about strategically building relationships with media outlets, influencers, and the community at large to generate and sustain conversations around your game. 

Developers of indie gems like Sable and Unpacking have openly attributed significant portions of their wishlist success to strategic PR efforts, including securing coverage in major gaming publications and fostering relationships with influencers.

Some of the fundamental PR activities that make up a campaign include: 

• Press Releases
• Preview / Review Campaigns
• Media Outreach
• Events and Showcases

The Right Event at the Right Time

That last bullet is especially important to the Wishlist question because of Steam’s Next Fest event series. Throughout the year, Steam Next Fest digital showcases feature the best and brightest titles launching on Valve’s platform. And getting your game featured can dramatically boost wishlists. 

In Valve’s 2021 analysis of 2020 and 2021 Next Fest participants, the median game saw daily wishlist additions rise 1,364% during the event and remain 26% higher over the following three weeks, compared with the two weeks before the event. These are historical observations, not a current benchmark or a forecast for an individual game. Use them as context for the opportunity, then judge your own demo, audience fit, preparation, and campaign data. Check Valve’s current Next Fest documentation before planning participation.

A title can only participate in one Steam Next Fest before launch so it’s imperative to enter the right one with the best build in order to succeed. We’ve seen titles enter one too early with a poor build and some enter too late who could not adjust based on player feedback. Having an experienced partner to help strategically plan the best timing is key.  That and ensuring some key people play it….

The Power of Influencers

Influencers, with their dedicated and engaged audiences, can be a game-changer for wishlist growth. 

Creator fit matters more than borrowing another game’s headline numbers. Look at the games a creator covers, how their audience responds, and whether your build gives them something worth showing. Reverb’s Myth of Empires PR and influencer case study offers one example of coordinated outreach. Use case studies to understand the approach, then measure the results of your own game and campaign.

But it’s about more than just sending them a free copy of your game. Here are just a few tactics to consider when considering influencer support: 

• Identify Relevant Influencers: Focus on influencers whose content and audience resonate with your game’s genre and target demographic. Building authentic relationships with these influencers is key; engage with their content, support their channels, and foster genuine connections.
• Offer Exclusive Access: Granting early access or providing exclusive content to influencers can incentivize them to create compelling content and share their experiences with their followers.

PR + Influencer = Wishlist Bonanza

Combining PR and influencer marketing into cohesive campaigns can skyrocket your Wishlists … if done correctly. Increasing Steam wishlists requires a multi-faceted approach that strategically leverages PR and influencer marketing. By building genuine relationships, creating compelling content, and actively engaging with your community, you can generate buzz, excitement, and ultimately, a thriving wishlist that paves the way for a successful launch. 

Reverb has worked with some of the best indie developers in the space to create campaigns that drive gamers to your Steam page. Reach out to us or book a free 30 minute consultation now to see how we can make your Wishlist dreams a reality.

Build a Wishlist Campaign Around a Real Milestone

1. Choose the audience and the moment. Define who will enjoy the game and what you can show them now: an announcement, a playable demo, a substantial update, or a release date. A milestone gives outreach a concrete reason to happen.
2. Make the store page ready for the visit. Explain the player experience quickly. Use representative gameplay, clear screenshots, accurate platform and release information, and a description that matches the current build. A campaign cannot repair a confusing first impression.
3. Prepare materials before pitching. Give journalists and creators a short explanation of the game, relevant visuals, working links, a named contact, and clear build-access instructions. Keep public assets separate from private keys and embargoed information. Our press kit checklist can help organize these materials.
4. Choose relevant outlets and creators. Start with people who already cover similar games and whose audiences are likely to care. Tailor the pitch to that fit. Sending more messages is not the same as reaching more interested players.
5. Plan around readiness. If a demo is part of the campaign, leave time for testing, feedback, and creator access. Read the current event rules before committing to a festival or announcing participation.
6. Give interested players a clear next step. Use a direct Steam store link in the places you control. Keep the call to action consistent with the milestone and avoid promises that the game cannot yet support.

Measure Store Visits and Wishlist Additions Separately

Record a baseline before outreach, note when coverage or creator videos appear, and compare changes over a consistent period. Track store visits, wishlist additions, and the kinds of content that brought relevant players to the page. A spike can have several causes, so publication timing alone does not prove that a single placement produced every new wishlist.

Use a consistent naming scheme for campaign links. Valve’s Steam UTM Analytics documentation explains the difference between visits and tracked visits from logged-in users, and how eligible conversions are attributed within 72 hours. This reporting has limits; read it alongside overall wishlist trends and your outreach log rather than treating it as a complete record of every player’s journey.

Explore our game PR services, influencer campaigns, and indie game launch packages to discuss support for your next milestone.