First impressions are critical for your video game. Whether a fan’s first sight with your game is through a social media post, a review, or a store page, you want their experience to be exciting and compelling so that they want to learn more about your game. While you can’t control what somebody tweets about your game or what someone writes in their blog review, you can control how your game appears in an online store. By taking the right steps, you can make an excellent first impression.
Nailing your first impression can hook page visitors right away, increasing Wishlists and sales. To start, you need to create excellent visuals and written assets. Once you have those assets in hand, follow these steps to build your page:
1. Pay attention to the carousel. Your carousel is the first thing visitors see, so make sure it stands out. Include at least one great trailer, but consider having two or more. When picking screenshots, diversify the environments whenever possible. This may become difficult in certain RPGs or fighting games where the backgrounds could become repetitive, but do your best to offer a variety of screenshots.
2. Use great banner art. Your banner art is like the cover of your book. If it doesn’t stand out, people might skip your game for another title. The Adventures of Chris banner, for example, shows that the game is a quirky superhero adventure by putting an awkward teenage boy in a heroic flying pose. Bad banner art looks generic or bland, pushing your game into the background. You should also pay close attention to your dimensions so your art fits perfectly.
3. Write a winning description. Inject your game description with exciting verbs and nouns that reflect the tone of your game. Keep it short because people don’t like reading novels on a store page. Another angle to consider: If your game wasn’t attached to the copy, would players still know it was your game—or would it sound like any other title in your genre? The more specific you can be, the better. Take a look at the Turnip Boy Commits Tax Evasion description below. The simple but engaging language reflects the overall gameplay, and the writer even demonstrates some of the game’s humor by using “plantastic” in place of “fantastic.”
4. Be thoughtful with Steam tags. Tags are critical for discoverability. Think about titles similar to your game and use tags that highlight the similarities between your game and these titles. When you use the same tags, you improve the chances of your target audience learning about your game. For a game like Cyber Hook, where players swing from platform to platform, the “Parkour” tag was essential for getting in front of fans of games such as Mirror’s Edge.
5. Leverage GIFs. High-quality GIFs are excellent assets to include in the About This Game section. They are easier to digest than a video and are great for highlighting exciting moments in your game, like a chaotic boss fight or an intriguing development in the game’s storyline. As with your banner art, you should pay close attention to the size of the GIF and how it will appear on the page.
6. Use bullets. When writing the About This Game section, use bullet points to quickly list off your game’s features. Avoid getting bogged down into long paragraphs that can deter readers and cause people to miss out on learning about your game.
No matter what sort of game you’re developing, you’ll have plenty of competition to contend with. By optimizing your store page, you increase your chances of winning over potential fans at the most crucial moment—when they have the opportunity to Wishlist or buy.