Steam’s New Demo System: A Game-Changer for Developers and Gamers Alike

Valve recently unveiled major changes to Steam’s demo system, which will greatly impact the developers. Until recently, Steam’s demo system has been somewhat overshadowed by more prominent features like Steam Playtest and Live Streaming. This new update demos can potentially take center stage, providing significant game marketing benefits.

The Steam Demos Evolution

The seasonal Next Fest events have proven immensely successful, spotlighting hundreds of upcoming Steam games and driving considerable traffic. The spotlight on these events has highlighted a critical issue: how to promote demos outside of Next Fest. Historically, Steam demos have existed in the Demo Hub, a somewhat obscure corner of the platform. Not prominently featured, they often struggled to gain traction on their own. With this new overhaul demos are more highly promoted, allowing them to receive more attention.

Discoverability

To combat the never-ending discoverability issue, Valve has introduced a new “Trending Free” tab on the front page of Steam. This tab is dedicated to highlighting new free popular content. They also updated how demos are classified and they are now treated the same as a free title, subject to the same visibility algorithms applied to new games allowing them to trend.

This can be a game-changer, as it allows demos to gain visibility in a way that was previously reserved for full games. If a demo trends on Steam’s front page, It’s seen by a massive amount of users, exponentially increasing its chances of being discovered and tried out. Users specifically looking for free content now have a way to find the latest and greatest directly on the front page.

Dedicated Steam Store Pages for Demos

Now that they are treated like a free game, demos can have a dedicated Steam store page with more detailed information about the demo, including what’s key features, updates, changelogs, and other relevant details. Having a dedicated store page for a demo provides clarity to potential players and makes it easier for players to share new game demos across social media.

Notifications for Wishlisters

What could be the most significant change is that players who have wishlisted a game will now receive notifications when a demo is released, regardless if it’s pre or post-launch. This is a crucial action ensuring interested players are aware of the demo, increasing the likelihood of them playing.

So What Now?

Previously, Next Fest was one of the few opportunities for demos to shine. However, with the new system, demos can gain traction outside of these events. Developers can leverage the ability to trend on the front page and appear in the “Trending Free” tab to build buzz at strategic times.

Streamer Power

We all know Streamers play a significant role in shaping gaming trends and influencing player decisions. Now developers can collaborate with streamers to help make their demos trend in advance of a full game release. Providing early access to streamers via codes can generate excitement and visibility. When streamers showcase demos to their audiences, it can be far more meaningful leading to heightened interest in the game.

Communicating Updates

With dedicated demo pages, developers can communicate updates and improvements more effectively. They will get dedicated demo feedback via the review system and can use announcements and events to keep players informed. This is especially useful for games that are in active development or those that have received significant changes post-launch. Players can stay informed about new features, bug fixes, and other important changes, fostering a stronger connection between developers and themselves.

Post-Launch Demos

Post-launch demos are now a potentially powerful option for developers. Previously, demos were mostly used as a pre-launch or launch marketing tool, but with the new system, they can be utilized to great success even after a game’s release. Thousands of Steam users put games on wishlists when a title goes on sale…possibly waiting for an even better price. With the wishlist notification, now each one of them will be alerted that a free demo is available. Timed with a discount it could be that last push needed to convert a wishlist into a sale.

The New Era of Demos

This revamped demo system represents a significant shift in how demos are perceived and utilized. By treating demos with the same importance as full games and providing new avenues for visibility, Valve has created a more equitable platform for developers of all sizes. The changes ensure that demos are not just a promotional tool but a vital component of the game’s lifecycle.

For Developers, this means rethinking how they approach demos. They might consider using demos not only as a pre-launch tool but also as a way to engage with their community and attract new players post-launch. 

For Gamers, this means a more accessible way to find and try new games. With the enhanced visibility players are more likely to discover exciting new titles and provide valuable feedback to developers via a dedicated page.

Crafting the Best Strategy

To fully capitalize on these new demo features, developers should consider reaching out for expert advice on crafting the best strategy. Reverb specializes in helping developers navigate the evolving landscape of game marketing. Contact us to explore how you can make the most of Steam’s new demo system and develop a strategy that maximizes your game’s potential.