In this 2020 GDC Virtual Talk, Chris Zukowski, a Steam analyst, shares his research on how people browse and shop for games on Steam. Zukowski spent months watching people browse Steam to understand their behavior and preferences.
Zukowski explains that the Steam store is overwhelming and crowded, with over 30,000 games available. He notes that users have limited time and attention spans, and therefore, game creators need to understand how users browse the store to make their games stand out.
Zukowski's research found that users tend to browse the store based on three factors: genre, popularity, and recommendations. Users first filter games by genre, then sort them by popularity, and finally, look at recommended games. He notes that users rarely go beyond the first few pages of search results.
Zukowski also found that users tend to make quick judgments about games based on their visual appearance. Users are drawn to games with high-quality graphics and clear, concise descriptions. They also tend to avoid games with unappealing visuals or confusing descriptions.
Zukowski emphasizes the importance of understanding the user's perspective when designing and marketing games. He suggests that game creators should put themselves in the user's shoes and think about how they would navigate the store. They should also focus on creating clear and concise descriptions and high-quality visuals to attract users.
Zukowski also notes that user reviews play a significant role in a game's success on Steam. Positive reviews can increase a game's visibility and attract more users, while negative reviews can harm a game's reputation and visibility.
In conclusion, Zukowski's research highlights the importance of understanding user behavior and preferences when designing and marketing games on Steam. Game creators should focus on creating clear and concise descriptions, high-quality visuals, and positive user reviews to stand out in the crowded Steam store.
Overall, this talk provides valuable insights into how users browse and shop for games on Steam. Zukowski's research is thorough and well-presented, and his suggestions for game creators are practical and actionable. This talk is a must-watch for anyone looking to improve their game's visibility and success on Steam.
