Boosting Steam Reviews from Mixed to Very Positive Can Triple Sales Potential for Games

Even the priciest marketing campaigns can fall flat without solid Steam review scores. A studio that elevates a game’s rating from “Mixed” to “Very Positive” can significantly boost its sales potential, with a recent industry report revealing that such a shift can triple the effectiveness of marketing efforts. A gaming marketing firm analyzed the conversion rates of 30 premium titles in relation to their Steam review scores, finding that every game with a conversion rate exceeding 2% had a review rating of over 80% positive.

The report included a case study tracking an unnamed game’s 21-month marketing journey, illustrating how its conversion rate improved alongside its review score. Notably, the conversion rate soared past 7% when the game achieved an “Overwhelmingly Positive” rating. The firm observed similar trends across other titles and highlighted strategies for studios to enhance their review scores. According to a data analyst, consistent improvements often stem from game patches, bug fixes, and the addition of features requested by players. The case study game exemplified this, experiencing a surge in positive reviews after implementing a highly sought-after feature.

Ultimately, the marketing firm emphasized that engaging with player feedback is just as crucial for a game’s success as the financial investment in marketing. However, there is a notable exception: free-to-play games showed “no measurable impact” from review scores, as players can sample the game without any cost. Several successful titles, including No Man’s Sky and Helldivers 2, have demonstrated this approach, achieving significant review score improvements by responding to player input. Additionally, Steam has recently updated how it displays review scores, recognizing their substantial influence on a game’s success.