How to launch an indie game on Steam

Launching an indie game on Steam can be both thrilling and overwhelming. With over 50,000 games on the platform and 30+ new releases daily, standing out requires strategic planning. This step-by-step guide covers everything from Steam Direct registration to post-launch marketing, with actionable tips from successful indie developers.

Why Publish on Steam? Key Benefits

Massive audience – 120+ million monthly active users
Discovery algorithms – Steam recommends games based on user behavior
Built-in features – Achievements, cloud saves, and workshop support
Revenue share – 70% standard (can increase to 80% after $10M in sales)
Community tools – Forums, reviews, and direct player feedback

Steam Launch Checklist Timeline

1 6-12 months before launch: Create Steam page, start wishlist campaign
2 3-6 months before: Build email list, plan influencer outreach
3 1-3 months before: Submit for Steam Next Fest, finalize press kit
4 Launch week: Maximize visibility through Steam algorithms
5 Post-launch: Run discounts, engage with community

Step 1: Prepare Your Game for Steam

Technical Requirements

Before submitting to Steam Direct, ensure your game meets these technical standards:

Windows compatibility (7/10/11) – Mac/Linux optional but recommended
Resolution support – Minimum 1280×720, ideally 16:9 aspect ratio
Input methods – Clear labeling for keyboard/mouse/controller
Performance – Stable 30+ FPS on minimum specs

Essential Game Assets

You'll need these marketing materials for your Steam page:

Visual Assets

Header image (1920×620px)
4-6 screenshots (1280×720px)
Square logo (512×512px)
Vertical capsule (600×900px)
Trailer (30-90 seconds)

Text Content

Game description (1,000 chars)
Short description (300 chars)
Developer/publisher bios
System requirements
Tags (20+ relevant ones)

Step 2: Steam Direct Submission

To publish on Steam, you'll need to:

Pay the $100 fee per game (recoupable after $1,000 in sales)
Complete tax/banking paperwork (requires EIN or SSN)
Pass identity verification (photo ID required)
Submit your game through Steamworks (Valve's developer backend)

Pro Tip:

Submit your game at least 2-3 months before launch to account for review times. Valve typically takes 3-10 business days to approve new submissions.

Step 3: Optimize Your Steam Page

Crafting a High-Converting Page

Your Steam page is your storefront. Follow these best practices:

Trailer first – 80% of visitors watch it
Show gameplay immediately – No cinematic-only screenshots
Clear genre tags – Helps Steam's recommendation algorithm
Localized text – At least English + 1-2 major languages

Wishlist Campaign Strategy

Wishlists directly impact your launch visibility:

Pre-Launch Tactics

Run Steam Next Fest demos
Partner with key curators
Offer exclusive content for wishlisters

Ideal Wishlist Goals

5,000+ for decent launch visibility
20,000+ for potential front page featuring
10-20% conversion to sales at launch

Step 4: Pricing & Discount Strategy

Game Type	Average Price	First Discount	Best Discount %
Narrative/Adventure	$14.99-$24.99	6-8 weeks post-launch	20-30%
Roguelike/Indie RPG	$9.99-$19.99	4-6 weeks	25-40%
Simulation/Strategy	$19.99-$29.99	8-12 weeks	15-25%

Step 5: Launch & Post-Launch Strategy

Launch Week Tactics

Time your launch – Tuesdays at 10AM PST perform best
Engage with reviews – Respond to player feedback
Run limited-time events – Twitch streams or developer Q&As

Long-Term Marketing

Content Updates

Add Steam Achievements
Release free DLCs
Enable Steam Workshop for mods

Sales Events

Participate in Seasonal Sales
Bundle with other indie games
Offer soundtrack editions

Essential Steam Launch Tools

SteamDB

Track competitors' performance and pricing history

HowLongToBeat

Submit your game for playtime tracking

Steamworks Documentation

Official API and feature guides

Common Mistakes to Avoid

Launching without wishlists – Less than 1,000 leads to poor visibility
Ignoring Steam events – Next Fest and seasonal sales boost discoverability
Overpricing – 90% of indie games sell best under $20
No post-launch plan – 60% of sales often come after launch month

Indie Game Launch Budget Example

Steam Direct fee: $100
Trailer production: $500-$2,000
Press coverage (optional): $300-$1,000
Key distribution: $200-$500
Total Estimated Cost: $1,100-$3,600

FAQs About Steam Launches

How many copies do indie games typically sell?

The median indie game sells under 1,000 copies. Top 10% sell 10,000+, and breakout hits sell 100,000+. Having realistic expectations is crucial.

Should I use Early Access?

Only if you need player feedback for development. Early Access games see 30-50% lower launch sales than full releases.

How important are Steam reviews?

Games with 90%+ positive reviews get 3-5x more visibility. Never buy fake reviews—Valve bans offenders.

Final Pro Tip:

Analyze similar games using SteamSpy and SteamDB before launch. Look at their price history, review counts, and concurrent player peaks to set realistic targets.