For many solo developers and small studios, releasing a game on Steam is the greatest dream. But simply publishing the store page is not enough. The Steam algorithm doesn't work like a catalog with a list of all games – it is a dynamic recommendation system based on algorithms that only show titles that generate interest.
If you want your game to gain visibility, you must understand how the Steam algorithm works, what signals it takes into account, and how to consciously design them. In this article – as GamingFox, a marketing agency specializing in indie games – we share knowledge, concrete data, and verified tactics that will help you increase your chances of success.
What exactly is the Steam algorithm, and why does it matter for your game?
Steam utilizes many different promotion tools – it's not one algorithm, but an entire network of systems:
- Discovery Queue – individual recommendation queue
- New & Trending – section for fresh titles with good conversion
- Top Sellers – list of games with the highest sales
- Specials – promotions and discounts
- Wishlists and reviews – treated as signals, but not decisive
Valve confirms that a game's visibility on Steam does not depend on the number of store page visits. What matters is the quality of user interaction with the game – clicks, adding to the wishlist, purchase, time spent playing, and reactions (e.g., ignoring).
In practice: Steam algorithms promote games that “click well,” not those that have the most visits or likes on social media.
How does a game launch look, and how does the Steam algorithm interpret it?
On launch day, Steam tests your game and you receive up to 20,000 impressions in the Discovery Queue. If the reception is positive (wishlists, clicks, purchase, lack of ignores), the reach may double in the following days. If not, the algorithm limits the visibility of your game on Steam.
This is the so-called market test, which determines the game's further trajectory. The growth effect can last for several days, but only on condition that the game generates genuine interest.
Tactics that genuinely work in game marketing for the Steam algorithm
At GamingFox, we have tested many marketing strategies and we know what actually works for small teams:
1. Targeting campaigns according to Steam tags
Advertise the game to players who have a history of similar games. This increases the CTR and gives the algorithm a clear signal that “this game is reaching the right group.”
2. Generating bursts of interest
Instead of spreading promotional activities over weeks, focus on short windows (e.g., 48h) with high traffic—advertising campaigns, streams, contests. The algorithm notices tempo.
3. Demo or early access
A well-designed demo before launch increases wishlists and player engagement. Players who "played and liked it" convert faster after release.
4. Localizations and language versions
Games translated into several languages (e.g., German, Portuguese, Simplified Chinese) appear more often in regional Discovery Queues. Even translating descriptions alone increases reach.
5. Optimization of metadata and tags
Avoid overly general tags like “Action” + “Casual” which can dilute the game's profile. Use precise, consistent categories.
Checklist before game launch on Steam
- Store page – launch min. 3–6 months before release
- Collecting wishlists – active campaigns, contests, mailing
- Audience targeting – player tags and preferences
- Demo or early access – optional, but very effective
- Localizations – even 2–3 languages increase visibility
- First 48h after launch – intensive communication and campaign support
Are you planning to showcase your game at Steam Next Fest? See how to prepare for it.
Why is game promotion so important?
Thanks to an effective game marketing strategy, you can generate a "burst of interest," which strengthens signals for the algorithm and allows your game to reach the Discovery Queue, the New & Trending section, or Top Sellers. It is precisely these actions that determine whether your game will be visible or get lost in the jungle of other titles.
If you want to learn more, read about visibility on Steam on the page Steamworks.
As the GamingFox agency, we help solo developers and small studios not only design campaigns but also understand the mechanics of the Steam algorithm. If you want to increase your game's visibility and prepare smartly for the launch, then plan your promotion as carefully as the code.