Steam Next Fest is the perfect opportunity to present your indie game to the world. The problem is that hundreds of other developers are doing the same thing at the same time. New game demos, your Steam product page, and player feedback about the game – all of this influences your game's success during Next Fest.
How to ensure your production captures the attention of the player community and lands on wishlists during the Autumn edition of Steam Next Fest?
Here are 5 proven ways to promote indie games during Steam Next Fest
1. A demo that captivates from the first minute
It's not enough to just have a playable demo. During the festival, the first impression is the most important. Players must immediately feel the atmosphere of the game – the free trial version cannot be a drawn-out tutorial. A short, dynamic start and quick entry into the action is key for the demo to encourage further play, but also remember that free demos are a great way to build a fanbase even before the launch.
2. A trailer that can grab attention
The trailer is your game's calling card and one of the most important elements of the game promotion campaign. Make it short, intense (maximum 60 seconds), focused on emotions and unique mechanics. It is the trailer that most often decides whether a player clicks "Add to Wishlist" and makes the purchasing decision after launch.
3. Activity, free demos, and live game streams
During Steam Next Festival, you can stream gameplay and talk to the player community. Engaging the audience live increases the chance that they will remember your game and follow it after the event. Interact, answer questions, show different versions of the free trial, and bring energy – this builds the visual identity of the game and your brand as a developer.
4. CTA in your Steam demo and the game's visual identity
Visible calls to action are essential. Add clear messages in the demo version and on the game's page: “Add to Wishlist!”, „Join the Discord!”, „Follow us on Twitter/X”. Remember that your Steam page is your game's calling card. It must be consistent with the identity of your, potentially new, game on players' wishlists. They must know exactly what the next step is and feel the atmosphere of your production. This is a simple element that significantly improves the effectiveness of the game promotion campaign, yet indie game developers often forget about it.
5. External promotion that will increase the effectiveness of your campaign
Steam is not everything. Your game promotion campaign should extend beyond the platform. Inform about your festival participation on TikTok, Reddit, YouTube, or Discord. Engage the player community through short video materials, memes, and updates. This way, the hype will begin even before Next Fest, increasing your game’s visibility on the event’s start day.
How to gain wishlists outside of Steam Next Fest?
Visibility during the festival is one thing, but the long-term effect is the most important. Your goal should be the conversion from wishlists into actual purchases. Think about promotion more broadly:
- organize advertising campaigns aimed at the player community,
- build a visual identity for the game that is memorable,
- show that your game has unique value and meets the needs of the audience.
If you want to be sure that your campaign won't get lost in the crowd and will actually bring conversions, reach out to the specialists at GamingFox – Marketing Studio. We will help you plan your promotion step by step. Fill out contact form and let's talk about your Next Fest!
What elements influence a player's purchasing decision?
There is no single magic bullet or solution. Players are key to your game and its success. The player community is your game's greatest asset. During Steam Next Festival, it's not enough to just show up – you need to actively build relationships. Engage players through chat, live streams, and quick responses to questions. Show the behind-the-scenes of the project and react to feedback in real time. This way, players will feel that they have a real impact on the title's development.
Steam Next Festival is a popular event. People are drawn here by free demos of new games, and the player's purchasing decision is often made already during the festival. The key elements are:
- first impression – the faster you captivate the audience, the greater the chance for a wishlist,
- trailer and the game’s visual identity – whether the game looks professional and consistent is highly important,
- active CTA – clear messages like “Add to Wishlist” or “Follow our Discord” increase conversions,
- social media presence – players are more likely to return to titles they see repeatedly outside of Steam itself.
In summary – engaging the player community is not just interaction, but also a consistent game promotion campaign that leads them from the first contact with the game all the way to purchase after launch.
Organizational and technical tips for developers
How and when to prepare your application for Steam Next Fest
What do you need to do for your free game demo to appear at the event? Of course, your game won't appear there by itself. New games available as part of this event must meet several criteria. Basic requirements:
- The game must have a demo version available on Steam (functional and polished). Make sure it is the latest version of the demo.
- The game launch must be scheduled within 6 months – 6 years from the end of the festival.
- You must have an entry in Steamworks (game added to the catalog, with the store page set up in draft mode).
Your game page, and consequently the trailer, screenshots, and game demo, is the first thing that players and Valve will see. The game demo is, in a sense, the heart of the submission – it should be catchy and engaging. Valve announces submission deadlines well in advance, about 3-4 months before the festival starts. You must have the page ready + the demo approved at least 1-2 months before the event begins.
In the Steam Next Fest form itself, you will need:
- Link to the trailer (YouTube/Vimeo).
- A short description of the game demo version (how it differs from the full version, what can be done in it).
- Information about the planned release date.
- Languages (interface/subtitles/audio – if available).
Marketing is ultra important because the competition in the industry and at the festival itself is huge. Therefore, it's worth taking care of strategic marketing activities both before and during the festival, and if the subject of game marketing is a little tricky for you, then simply write to us. Valve gives you a space, but it's up to you whether anyone plays. No game sells itself. That is a myth you can read more about here.