The Steam Marketing Playbook for Mid-Sized Game Studios

Jetstream Sessions with Nikki DePaola, VP of Global Media at Liquid Advertising

For most mid-sized game studios, launching on Steam isn’t a maybe. It’s the move. The platform opens the door to millions of PC gamers, offers built-in community features, and can even lead to console attention if things go well.

But there’s a catch. Most Steam marketing advice leans one of two ways. It’s either built for indie devs working with near-zero budget, or it’s tailored to AAA giants with global IPs and blockbuster trailers. If you’re somewhere in the middle — not tiny, not enormous — it can feel like no one’s talking to you.

That’s why Roi Nam, CEO of Airbridge & Airflux, sat down with Nikki DePaola, VP of Global Media at Liquid Advertising, to set the record straight. Nikke’s agency has launched everything from Blizzard hits to Nexon, Bethesda, and a wide range of indie and mid-sized AA titles. Nikki knows what works, and what breaks, when studios of all sizes try to make it on Steam.

Here’s what she wants mid-sized studios to know.

🎥 Watch the full interview video

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Steam wishlists help, but only when they reflect real demand

Wishlists are important on Steam. They’re one of the few pre-launch metrics you can track. They influence algorithmic visibility and indicate early audience interest. But wishlists alone won’t carry your game.

“We’ve seen instances where clients are excited about their chart position, but disappointed by the conversion rate because most of the Wishlists were forced.”

Forced or incentivized wishlists might push your numbers up, but they don’t guarantee launch-day traction. Nikki’s advice is to focus on quality over quantity. Her benchmark? 70% or more of your wishlists should be organic and regionally relevant.

“While a total of X wishlists will earn you visibility on the platform, that visibility won’t resonate strongly with your target audience unless there is real word of mouth happening in parallel.”

If your game isn’t getting organic mentions on Discord, Reddit, or YouTube comments, your wishlist chart won’t mean much. Steam rewards momentum, not just math.

A real Steam launch plan needs community, PR, and media

A lot of studios launch with just a Steam page, a trailer, and some ad spend. That’s not enough. Players on Steam don’t convert based on one asset. They follow a trail. They want to hear buzz, see opinions, browse reactions, and read about your game from a source they trust.

“Wishlists are basically a proxy KPI for how excited people are about your game. When you think about it from that perspective, the question isn’t necessarily about how do you hit your Wishlist goal. It becomes how do we get our consumers excited about this release.”

That shift changes everything. Your wishlist count becomes a result, not a goal. And the effort behind it expands. Nikki recommends including six building blocks in every serious Steam launch.

You need:

• A Steam page with sharp visuals, a clear hook, and a strong trailer
• Paid media that reaches players in places where they’re open to discovering games
• Community engagement, especially on Discord and Reddit
• A real PR strategy that gets you editorial coverage from outlets players trust
• A content rollout plan with staggered beats like reveals, demos, and beta launches
• A measurement setup (like Airbridge) that helps you understand what’s working with trustworthy data.

If you treat Steam like a one-shot launch moment, you’re doing it wrong. Think of it as a runway, not a rocket.

Your Steam D-DAY isn’t the finish line

Launch day isn’t your grand finale. It’s the start of a very public test. The Steam algorithm is watching. Players are watching. And your strategy needs to stay sharp and ready to respond. Beyond having a fully customized strategy and media approach, there are a few common must-haves to keep in mind. 

“One is having a plan B in place if you are anticipating mixed reviews or worse. How can you make the most out of a suboptimal situation?”

Some games crush Day 1. Others stumble. Either way, you need a system that lets you respond fast. Nikki recommends setting up measurement tools ahead of time so you can spot early trends and pivot quickly.

“Another tip is to have a measurement platform installed ahead of time, to gauge how Day 1 and Day 3 are different—if you have a team to activate quickly and if the campaign architecture is designed to surface actionable splits for creative, audience, and territory.”

The sooner you know what’s working, and what isn’t, the faster you can course-correct. If your game supports logins or online play, don’t waste that edge. First-party data gives you an advantage in LTV modeling, retargeting, and regional insights.

Brand and performance aren’t rivals. You need both

Until recently, PC and console game marketing was all about brand. All eyes were on cinematic trailers, press buzz, and influencer hype. Performance marketing? That felt too mobile, too transactional. It was all clicks, installs, and ROAS, with not much room for storytelling or world-building.

But that’s starting to change. As more studios adopt live-service models and early access, data-driven strategies are becoming a key part of the marketing mix.

Nikki explains that brand and performance marketing aren’t at odds. In fact, they work best together. The most effective studios are blending the strengths of both. Nikki sees a growing convergence between two types of marketers:

• Mobile game marketers, who are highly data-driven and ROI-focused
• PC or console game marketers, who understand branding, positioning, and audience psychology

“Games marketers are adopting behaviors of more mature categories, which is a balance of media types based on timeless principles like reach, frequency, attention, and share of voice.”

This balance is especially important for mid-sized teams. Mobile marketers bring sharper KPIs and tracking methods, while PC marketers often bring creative instincts and a strong sense of tone. When both sides align on full-funnel goals, campaigns move faster and deliver better results.

PC·console players want proof, not hype

PC·console players don’t tap ads between subway stops. Unlike mobile players, they don’t download on impulse, and they rarely convert after just one ad exposure. Instead, they browse, discuss, compare, and decide on their own timeline.

“Patience is your biggest virtue. Results are less immediate, and audiences require more exposures to convert.”

Also, PC·console players don’t just see your ad. They see everything around it. The placement, the reviews, the trailer, the context, and the community conversation all influence how they perceive your game. That’s why Nikki advises focusing on discovery moments, not just raw impressions.

“Where can you reach gamers when they are in a mood for discovery? Context matters in ways that it doesn’t on mobile.”

Be thoughtful about where your ads show up. A cheap placement on a low-quality site (what Nikki calls a “made-for-advertising” site) might drive clicks, but it can hurt your brand image. In PC and console, adjacency matters more than ever.

“Optimize towards attention and impact. Conversion will follow—even if attribution is more challenging on those ad placements.”

Don’t sleep on these underused channels

If you’re already running on Meta, Google, and YouTube—great. That’s the baseline. Now let’s talk about what you aren’t doing that could give you an edge.

Nikki calls out three areas that are still flying under the radar for many studios, especially those in APAC.

• Community media (eg. Discord, Reddit): Everyone knows Discord and Reddit are where gamers live. But knowing that and actually showing up in a meaningful way? Two very different things. It’s not just about pushing announcements or reposting trailers. These platforms are where real conversations happen. It’s where players get excited, vent frustrations, trade tips, and share memes that end up shaping how your game is perceived.
  And in the PC and console space, where players care deeply about lore, quality, and community, this kind of engagement is what really counts. 

• High-touch programmatic campaigns: Most teams focus on the bottom of the funnel. Retarget, retarget, retarget. But PC and console buyers don’t just click and buy. They pause. They compare. They think it through. That’s why Nikki stresses the importance of a full-funnel programmatic strategy. One that spans upper, mid, and lower funnel stages. With smart sequencing, frequency, and audience targeting, programmatic can guide players from awareness to conversion in a way that doesn’t feel like advertising. It feels like timing.

• OTT and CTV advertising (e.g., Netflix, Hulu, and Disney+): OTT and CTV are still underused, partly due to measurement accuracy or because they’re not dominant in some non-Western markets. But in the U.S. and Europe, CTV is anything but niche. OEMs like Samsung, LG, and Vizio provide data that shows what players are watching, and in some cases, whether they played a game after seeing an ad. Now, with more ad inventory opening up across Netflix, Hulu, Disney+, and other streaming platforms, there’s more opportunity than ever to reach the right players at the right moment while they’re already in discovery mode.

Creative clarity beats creative volume

PC and console creatives are more about precision than volume. Unlike mobile, where you test as many variations as possible and optimize after the fact, PC campaigns rely on carefully crafted messaging that speaks to the right audience in the right way.

Nikki’s advice for mid-sized studios:

• Tailor your message to the audience: Build creative that speaks directly to your core segments. Focus on the game’s standout features, and test across different audience groups to see what actually resonates.
• Be clear about genre and USP: Don’t be vague. Communicate what your game is, who it’s for, and what makes it different.

“Sometimes it’s really difficult to tell what the game is by the assets. Don’t just say ‘shooter.’ Say ‘80s horror co-op survival FPS with roguelike elements.’ You need strong visuals and clear communication on what your game is about.”

• Use high-quality key visuals to communicate brand and position: Your visuals should signal quality, polish, and where your game sits in the market. This is especially important if you’re trying to level up from AA to AAA perception.

“To be truly triple AAA it’s about communicating a vibe.”

Cross-platform strategy isn’t one message fits all

More studios are going multi-platform. Steam, console, mobile, even HTML5 and web. On paper it makes sense. Broader reach, more monetization paths, and the flexibility to meet players where they already are.

And yes, the strategy can work, but only if it’s grounded in how different audiences think about platforms, especially in markets like the US and Western Europe.

In APAC, mobile is mainstream. But in the West, core gamers on mobile are still a niche group. Console and PC ownership is solid, but when Western players think core gaming, they’re picturing shooters with a controller in hand, not a touchscreen. 

“If you’re serving ads and messaging to core console gamers about the game being available in the App Store, their perception may be that it’s a different type of mobile game — not the one they play on their PlayStation with their bros.”

That disconnect can hurt you, even if the game is identical across platforms. The wrong message in the wrong place can make your game feel like it doesn’t belong.

So how do you approach cross-platform marketing without confusing or alienating anyone? There’s no single right answer, but you do have options.

• Segment your audiences: Treat console players, PC players, and mobile first users as separate groups with different expectations and language
• Adjust the messaging: Lead with platform specific value. Emphasize high-end visuals and controls for console players. Highlight accessibility or convenience for mobile
• Or keep it neutral: If you’re worried about splitting the message too much, it’s also valid to stay platform agnostic and let players figure out what works for them without drawing too much attention to where the game lives

Full-funnel measurement matters more than ever

Last touch attribution is where most game marketers begin. And sure, it’s a helpful starting point. But as your campaign scales, so should the way you measure impact.
Players almost never convert after seeing just one ad, especially not on channels like Instagram. It takes repetition, clarity, and the right message at the right time.

“Full funnel measurement is super important for any game. At the end of the day, very little people are seeing an ad for the first time on Instagram and converting right away. It takes building frequency with a consumer over time, and giving them the right messages to ensure they are building familiarity with the product, and driving them towards the purchase or install.”

If you’re only tracking last touch clicks, you’re missing the bigger picture. Channels like linear TV, out of home (OOH), or console media might not live in the same ecosystem, but they are shaping player decisions all the same.

Cross-platform or not, the idea is the same. Match your message to each stage and use tools that show how it all works together. That’s how you build campaigns that convert and keep converting. 

Entering the U.S.? Avoid these common missteps

Breaking into the U.S. market isn’t just about translating your ads or copying what worked for some other gaming studio. Without a deep understanding of local behavior, budget norms, and cultural touchpoints, studios risk wasting spend and missing momentum.

For APAC studios heading West, Nikki shares three common pitfalls:

• Copycat behavior: It’s tempting to mimic a competitor’s marketing plan, especially as APAC studios tend to be more risk averse, but what worked for them might not work for you. Every game has a different budget, audience, and challenge.‍
• Underestimating budget requirements: Many APAC publishers assume they can compete with half the spend. But in a premium market, without proper investment, or at least strong measurement, it’s more rare to make a dent. ‍
• Overlooking cultural nuance: The U.S. is fragmented, trend driven, and packed with subcultures. If you don’t have someone local to guide creative and media mix, you’ll miss what actually moves the needle.

“Your game isn’t that other game. Your game’s challenges are likely not another game’s challenges, and your game’s budget is probably not even the same.”

Small-budget indie games can win on their own terms

We’ve talked a lot about big-budget launches, but that’s not the only path to success. So what does a win look like for a small studio? Nikki points to Squirrel with a Gun, an indie title that’s exactly what it sounds like.

“It’s basically Squirrel Simulator, except you have a gun. You can’t treat that like a AAA title with takeovers and polished advertorials. It just wouldn’t land.”

Instead, Nikki’s team focused on what made the game special.

“It’s about leaning into the brand identity of the game. At its heart, this game is silly and fun. How can we amplify that? So we ended up doing a lot of organic-feeling, community-driven media activations—like working with Discord servers to create memes, and working with meme accounts on Instagram to promote content.”

The team paired that energy with smart remarketing and lower-funnel support. The result? A campaign that felt true to the game and delivered real momentum. There’s no silver bullet when it comes to Steam success—but with the right message, the right measurement, and a plan that fits your game, mid-sized studios can absolutely make their mark.

Key takeaways for mid-sized studios launching on Steam

• Steam wishlists only work when they reflect real excitement: Organic buzz and regional interest beat forced wishlist numbers every time.
• Steam isn’t just a store, it’s a discovery engine: Build momentum through PR, content, community, and media—not just a trailer and a page.
• Your Steam launch day is just the beginning: Track early signals, prepare for Plan B, and stay nimble for Day 2 and beyond.
• Marry brand and performance: The strongest campaigns mix bold creative with smart targeting and full-funnel strategy.
• Tailor your creative to the player, not just the platform: One message won’t resonate everywhere. Segment by audience and speak their language.
• Going West? Know your market: Avoid copy cat campaigns. What worked for another studio won’t always work for you. Budget accordingly, localize wisely, and hire people who get the culture.

For more insight, visit liquidadvertising.com and airbridg.io.

Take Your Game to the Next Level with Airbridge 

Understand your players across every platform—PC, web, console, and mobile. Airbridge helps you track cross-platform user flows and optimize performance with powerful, real-time insights. Here’s what you get:

• Advanced Cohort Analysis for LTV: Track lifetime value with precision and break down performance at a granular level (keyword, creative, country, OS, and more).
• Ad Mediation Integration: Seamlessly combine data from multiple ad networks in one place (e.g., Google AdMob, AppLovin MAX, Unity LevelPlay).
• Predictive LTV (pLTV) Feature: Forecast future revenue in real-time, allowing for faster, data-driven decisions.
• Minutely/Hourly Retention Analysis: Understand player behavior down to the minute or hour for truly actionable insights.
• Competitive, All-Inclusive Pricing: Access enterprise-grade analytics without hidden fees or complicated add-ons.
• Export Audiences and Raw Data with Ease: Quickly extract target segments and export raw data to CSV or Google Sheets for custom dashboards or deeper analysis.

Whether you're an indie studio or an established publisher, Airbridge gives you the critical tools you need to stay ahead in today's fast-paced market. Visit airbridge.io to learn more.

Build Bold Campaigns with Liquid Advertising‍

For creative and media strategy, cross-platform media planning that address modern games marketing challenges:

• Connect with Nikki and the Liquid team to craft a strategy tailored to your game. 
• Visit liquidadvertising.com to see how top studios are launching on Steam, console, and beyond.
• Follow Liquid Advertising on LinkedIn and Instagram for campaign breakdowns, industry insights, and creative inspiration.
  (for Japan, follow us on Note and X)
  (For China, follow us on Weixin/WeChat)