Stores & marketplaces

Steam

Wishlists before release decide how a launch goes. Build them early.

Visit store.steampowered.com
Cost
Free + required fee

US$100 fee per new app (Steamworks docs, checked 30 Oct 2026). Recouped after the game reaches $1,000 in revenue.

Verdict
slow burn

Slow burn: wishlists before release decide how the launch goes.

Difficulty
Hard

Gatekept or reviewed, or needs an existing audience or reviews first.

Effort
High

About 10 or more hours a month, mostly during launches or a regular posting habit.

First result
3 to 12 months (wishlists build before release)

A rough range for one person working on it part-time.

Payoff
Spike

a burst of traffic, then it fades.

Best for

Games with a wishlist plan.

Not for

Non-game software.

Pros

  • The main PC game store
  • Wishlists drive launches

Cons

  • Fee per game
  • Needs a wishlist plan months ahead

The full guide

Last verified 2026-10-30

Links checked 2026-10-30 · All links answer

01What it is and who is there

Steam is the largest PC game store. Players browse, wishlist and buy games, and wishlists before release strongly shape how a launch goes. A store page should go up months before release, so it can collect wishlists from your marketing. Steam events and festivals can add visibility.

02Cost and what you actually pay for

Steamworks documentation says to "pay a $100 USD (or equivalent) fee for each new app," which is recoupable once the product reaches $1,000 in adjusted gross revenue (checked 30 Oct 2026). Valve also takes a share of sales under its current terms; check them.

03Is it right for you?

It fits PC games with a release plan. It fits poorly for non-game software and for games with no time to build wishlists. If you launch with no wishlists, expect little visibility.

04Before you start

  • A Steamworks account and the app fee.
  • Read Steamworks documentation on store pages, release and events.
  • A capsule image, trailer, screenshots and short description.

05Step-by-step: how to distribute here

  1. Put up a "coming soon" store page as early as you can.
  2. Make a trailer that shows gameplay in the first seconds.
  3. Drive people to wishlist through social posts, devlogs and creators.
  4. Join relevant Steam events and festivals your game qualifies for.
  5. Release a demo if it helps players decide.
  6. On release, email your list and post everywhere; follow up with updates.

06What to post or submit

Short description:

[Game] is a [genre] where you [core loop]. [One unique hook]. Wishlist now.

07Common mistakes and do-nots

  • Do not launch without a store page that has collected wishlists.
  • Do not use misleading trailers.
  • Do not buy reviews or keys for review manipulation.

08How to measure it

  • Track wishlists, store page visits and conversion in Steamworks.
  • Track sales and refunds after launch.
  • A realistic test: wishlist growth per month before release.

09Time budget

  • Before: 20 or more hours for the page, trailer and assets.
  • Ongoing: 4 to 8 hours a week on marketing before release.

10Pair it with

11Sources

Sources