Writing in the Megastructure
- Nov 12, 2018
If you have wondered what you should put on your Steam store page, I have completed a research project to identify exactly what the average Steam user is looking for.
There's lots and lots of interesting observations in there and it's a very illuminating read.
I found it also matches my own browsing habits.
Screenshots (and their order!) is important:In case you didn’t watch the video or got distracted for 1 minute and 45 seconds that person wishlisted the game after they thought the game’s capsule image was cute, watched 13 seconds of an animated gif version of the trailer, read 12 words of the short description, SKIPPED the trailer, looked at exactly 4 screenshots (which took all of 5.5 seconds), checked 5 user-defined tags, jumped over the full-text description, glanced at the curators, and skimmed through 1 negative review.
If you thought she was some speed-reading super-shopper, she is not. What you just saw was the typical behavior I witnessed when I spent 5 hours watching gamers shop on Steam.
Barely anyone cares about trailers and I think he's right on the money with this:This “hover behavior” participants exhibited made me realize that your screenshot selection and placement are more important than your trailer because the hover tooltip cycles between your first 4 screenshots and not the trailer. Participants wanted those 4 screen shots to show them what type of game they are hovering over. So I would recommend showing the 4 distinct points of your game’s core gameplay loop. For instance if you have a survival/crafting game I would prioritize the following 4 screenshots:
1 that is someone exploring a beautiful open world
1 that is them collecting something (including the UI that says “pick” or “cut” or whatever)
1 of the crafting menu
1 of the character holding up the newly-crafted item
Now you might think trailers are the first thing they watch (it makes sense - they auto-play they are fully animated etc) but time and time again I saw most participants click right past the trailer to the screenshots. Most participants didn’t even turn on the sound. I think this is because too many trailers have long logo intros and cinematics which participants didn’t care about because it doesn’t tell them the gameplay or the genre.