People Aren't Buying New Games, So Valve Changed Steam.
2,878,092 مشاهدة · 2026/09/07
How many games have been sitting on your Steam wishlist for years? New releases are struggling to turn that interest into sales, and Valve has changed how wishlists work to help. With more players waiting for discounts, developers need their games to keep selling long after launch.
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00:00 Steam's Wishlist Problem
00:34 Why New Games Are Struggling
01:23 Steam's Wishlist Changes
02:54 Do Wishlists Sell Games?
07:24 Waiting for a Sale
09:15 Surviving After Launch
https://superjoost.substack.com/p/revenge-of-steams-mid-market
https://store.steampowered.com/news/app/593110/view/710028372767410959?l=english
https://partner.steamgames.com/doc/store/prepurchase
https://howtomarketagame.com/2026/06/30/nobody-plays-demos-and-that-is-ok/
https://alineaanalytics.substack.com/p/another-friendslop-challenger-enters
https://x.com/thomasbrushdev/status/2085107769158561869
https://x.com/aaabho/status/2090247975201095846
https://x.com/RefractiveENT/status/2085111049011781964
https://partner.steamgames.com/doc/marketing/wishlist
https://x.com/Zoroarts/status/2086063879113547841
https://x.com/Blukulele/status/2084279010511515897
https://store.steampowered.com/news/app/1867240?emclan=103582791475494490&emgid=194369928031111320
https://bellular.games/too-many-games-on-steam/
https://www.gamefile.news/p/peak-interview
التعليقات
356تسجيل الدخول لتتمكن من التعليق.
Another third is too expensive.
The last third is in early access and not worth it yet (or maybe ever) im not buying unfinished games anymore.
Players and probably some of the AAA companies would benefit from a number of AAA companies offloading corporate overhead and bloat and focus on AA with a lower price point and development costs.
As an example the rising cost of life impacts sales of gaming for obvious reasons (Cutting spending that isn't necessary to live)
There are obvious exceptions to the rule like GTA VI, but the trend is kinda clear though.
Add to that the meteoric rise in price of gaming hardware mixed with the high specs game demand and it makes a pretty big picture of what is happening.
-new people add it to wishlist.
-update goes live(put a sale on it)
-majority of people get notified that game is on sale.
-people buy game. 💵
Bodycam did this exact approach and they went from 2000 players to 30000 concurrent players overnight.
For me, many indie games manage to scratch that particular itch at a much lower price.
EDIT: For example. Just look at The Forza series. Forza Horizon 6 is $69 and Forza Horizon 5 is at $59, the exact price it launched at. It does go on sale occasionally, but there should really be a price reduction for a 5 year old game, especially one with a replacement in the series.
Gaming used to be my world, but increasingly it's just not feasible anymore - outside of fun indies that don't demand massive new PC investments, huge game prices, and don't want to eat all your time and money with live service models.
So I just buy stuff that's three years old or more.🤷♂
They can only farm us for so much.
Edit: Damn I wish could get this many likes on my videos
If anything I wish other stores had systems as good as the steam one has been.
If Steam wants more useful stats from it then they need to add "news list", "discount list", "buy full price list".
- the increases cost of living
- the cost of hardware to run newer games
- the increase cost of AAA games and the often disappointing results of those expensive games
- the constant evidence of how out of touch big companies are with their audience
- the slowly growth of "buying is not owning" as a threat to consumers
- the often cases of how a f2p game of x genre with a lot of micro transactions can sustain content and be improved compared to a "pay 1 time to play" game
- the unfortunate fail of SKG leaving a lot of people frustrated
Those are the first reasons I think of that made people be way more cautious with their spending in games, and probably there's lots more that I missed. As a consequence the gaming industry has become very inconsistent, so is natural for any person to spend money searching for the lowest risk possible, which is why so many use the WL to keep an eye when X game is on sale.
Majority of my library is Indie and Indies don't require high tier expensive ass rigs to run most of them.
AAA relied heavily on people buying and upgrading their rigs. They killed optimization when it used to be a requirement to even be in game development. Since the beginning of games had limited capacity in pretty much everything you needed to ensure maximum optimization. Once everything got better and better and better AAA game companies threw alot of quality work out the window in order to maximize profits in the quickest time frame.
I also have a few (unavailable item) from as far back as 2015
I wishlist a lot of games, but often it'll be so I can track when they go on sale in a year or two... And then when a year or two comes, I decide I don't really care anymore. Or a friend will mention a game, and I'll wishlist it so I can look it up later, and then forget about it. There's just not a lot of time to play games, and lots of cool eye catching game concepts to wishlist!
This is Steams BEST year to date, since inception, this is Steams BEST year ever
I'm not buying $100 slop from people who hate me.
The devs absolutely hate that they can't monetize you being able to play old games you already own. Thats why every other platform is taking your libraries away.
For two, the reason I can afford games is I have a demanding high pay job. So, when am I going to have time to play games?
I am not here to start an argument, merely saying something.
For my perspective, I never really bought any new games. Maybe some old games but never new releases, I'm not an indie fan or some corporate glazer. Just a consumer who wants what is best for them.
So looking at the shop and events and sales, there isn't much for me to buy, it's mostly the same titles from well known studios or some veeery niche game that I'm personally not a fan of.
Nerd.
But yeah, a lot of devs use it to put out a trash game and then never finish it.
Bought Silksong twice (on steam and on switch) at launch because of the price and value.
The only time I DO buy a game on launch or even preorder, it's when it's an indie game I find reeeeeally interesting and want to support the devs of.
EDIT: Just bought Gunman: Contracts, for example, when I got a notification about a like on here, so I thought I'd deliver an example. ^^
You are certainly right that most people pre ordered it to try it, though the devs do encourage to refund it if people don't like it which is pretty cool I suppose
DRM changes should be a higher priority for tracking, too, not just Denuvo. Denuvo is bad, Capcom retroactively adding Enigma to their games is worse.
Edit: Exactly why you don't believe comments just because they have more likes. Letting corporates steal your money for games and leisure are TWO DIFFERENT things.
You will be more miserable either way without your money by having temporary rental games. Do not pay these people when they've gone greedy.
The guy below misunderstood me. You can play games without giving your money to the corporates. "Leisure" and letting them manipulate you are two different things. Calling it a miserable life, your life while playing games isn't not miserable. You can play games without paying them. These people do not want you to do that.
People supporting the coporates are the exact type of people who will make you go broke. Do not listen to these manipulators. They want your money. Do not give in. Or be a clown go ahead.
Just avoid the clear shovelwares and that's it.
On launch,
On sale,
Keep eye on,
In future,
For birthday,
When have time,
When master card stop ffs.
And many others reasons someone wishlist game.
Plus, there's usually a bunch of DLC that'll be discounted or included later.
Publishers have complete negotiating power, whereas game developers are typically in the business for artistic/personal fulfillment reasons, so their negotiating power is nonexistent. Of course, they get the smallest and last cut
The past couple years have shown so many low effort slop games that there is like 2 developers left that make me buy a game without a sale on release. Everything else is: let's wait til they're 75-80% off. Life is expensive and dota is free.
New games are so bad nowadays that there are no reasons to pay 70-80-90-100$ for them. We've been burned so many times that we learned.
Steam is a quasi-monopoly, you cannot choose not to publish on Steam. And losing 30% right off the bat is nuts.
The harder they push extraction rather than making a good product for a good customer, the more they will build a resistant customer base. They're breaking the fabric of the transaction economy they depend on.
It is really rare when I drop full price on a game I do when its mostly an indie dev or something like that. but for AAA or similar I'm waiting for sale.
Oh look, looks like those people got and kept the power there too until it all came crashing down violently.
put an obvious hint in the description like "NO UPDATES PLANNED, COMPATIBILITY WITH WINDOWS > 10 NOT ENSURED" or whatever applies, so that buyers know its an old game and put it up for 50% of the original value permanently. whats the loss? you already got the money you expected, perhaps you get a little more with literally 10 minutes of effort instead of just throwing it into the digital bin.
But I would never buy a heavily story based game in early access (if like only 80% of the story is accessible and then they never finish it that would be infuriating), or if I was into multiplayer (which I'm not) I probably would not buy a multiplayer oriented game if the networking stuff was already very polished.
I.e: I recently noticed immersive sims were my favourite genre, so I now have like 30 of them saved there.
Focus on making and maintaining a fun game that places the player's enjoyment in terms of gameplay and usability first. Don't use any weasel tactics and you're good to go. The only way to lose me then is lack of appeal, but that's deeply personal so that's always going to be hit or miss anyway.
Definitely don't try to go middle of the road, keep a unique personal touch in theme and gameplay. It's what makes me buy indie games that try something "new". Though sometimes new is actually old but forgotten by modern studios. Just don't try to reinvent controls when what they control isn't unique to other games. All keybindings should ofc also be able to be rebound.
Also do always be honest with yourself and hire someone to spellcheck your writing/code.😊
And as for wishlists not converting into sales, it's just that there are so many games now and we're hit with choice paralysis. And when that happens, many people just end up going back to their comfort zone, which may just be a game in their backlog or a game on discount from their wishlist rather purchasing a new one at day one price.
unless you only game alone
I won't pay full launch price. I try to pay £10 or less and I'm more than happy to wait. If they never get there, I simply don't ever buy them.
I am not paying $120-$150AUD for a new game that is generally BROKEN on release & takes years of updates to fix
If Valve wants people to buy games on launch, maybe they should tell the companies to release games when they're finished, not like 2 years earlier
Steam's cut also doesn't help on the dev side either I'm sure so they probably raise the cost more in hopes of recouping that fee.
Maybe I’ve just let my backlog get to out of control but liked the dynamic organizer features
But it's absolutely not the consumers fault for using wishlists in this way and it's completely Valve's responsibility to change it to actually be more useful for everyone. Which they should. It's the right choice here to be making and is not telling consumers that what they are doing was wrong. Just that the platform was inadequate for what people were actually using it for.
So they are playing lot of low specs games. There is mebe a chance that they are also running bunch of emulators as well because emulation of something like
Gameboy Advance is really low spec.
If steam started selling games like GOG, I would be buying a lot more at launch. If any indies see this, please release on GOG as well.