OverviewDiscounting can be a valuable tool to help grow your audience and extend the life of your product on Steam. You can participate in official sales events and take advantage of discounting tools to run your own custom discounts.
In general, we've found that there is a customer at every price point, and an effective discounting strategy can contribute to overall long term success on Steam.
As always, this advice is generalized for a huge variety of products, developers, and customers, so take your own product and community into account when making decisions.Configuring DiscountsRequired PermissionsDiscounting requires the Manage Pricing & Discounts permission for the relevant product. In addition, you must be a member of the Steamworks that is getting paid for the product you are trying to discount.How to Configure
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How to Edit a DiscountDiscounts can be edited up until the discount itself has started. You can do so by visiting the same dashboard URL as you used to create the discount and simply change the discount % you wish to set.How to Delete a DiscountDiscount can be deleted up until the discount itself has started. You can delete a discount by visiting your discounting dashboard and entering the number 0 for the discount percentage. Click 'save' the same way you would when entering a discount and you will have removed that discount.Specific Discounting Rules
Types of DiscountsSelf-Serves are able to create and manage the following discounts on their own. Any discount set to 20% or greater will automatically trigger email notifications to players with your game on their wishlist. Discounted titles are eligible to appear in various 'specials' sections throughout Steam, based on your game's tags, popularity of your game, and to users that it is recommended.
Launch DiscountLaunch discounts start once your title is released on Steam and will last for 7 days, ending at 10am Pacific on the 7th day. We generally suggest launch discounts around 10% to 15%, should you chose to set one. There is a limit of 40%. Launch Discounts are optional and are configured near your release date setting on your app landing page.Weeklong DealsWeeklong Deals begin every Monday morning at 10AM Pacific time and run for 7 days. Custom DiscountsYou can configure your own custom discounts to align with special events like a major update or the anniversary of your products's release. You can schedule a custom discount to begin on the following calendar day.Themed SalesSteam organizes various themed sales events designed to showcase certain categories of games. These events will have specific criteria for eligibility, and a process of invitation, registration, and discounting. Each of these sales will be promoted on the homepage of Steam and organized into sub-categories relevant for each event. Learn more here.Seasonal SalesThere are four major seasonal sale events per year, which take over the Steam store experience in a big way. All games on Steam are invited to participate with a discount. These four events are Spring, Summer, Autumn, and Winter.
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CuratedThe following discount types are created and managed by Valve. When selecting products to fill these front-page promotional slots, we consider games of all price points and genres. While there aren't exact rules, as a base guideline we tend to focus on the most-played or best-selling games on Steam. If your title qualifies for an upcoming curated slot, we will contact you with details. These promotional slots aren't negotiated for or sold, they're just built around player data. If your game has lots of happy customers and you'd like to discuss promotion options, feel free to contact us any time.
There are three main types of curated promo slots for products. The default discount length for all three promo slots is one week, but we're happy to be flexible with shorter or longer discounts, within our existing discount policies.
Daily DealDaily Deals are featured on the Steam homepage for 24 hours, and rotate every day at 10am Pacific. There are two Daily Deal slots per day. The artwork used for the Daily Deal is our standard Header Capsule 460px x 215px , and is imported from the associated game or bundle automatically. Daily Deal discounts default to one week, but by publisher request we can run those discounts anywhere from 2 to 14 days. Midweek DealMidweek Deal promotions are featured on the Steam homepage for 72 hours, from Monday at 10am Pacific until Thursday at 10am Pacific. There are up to six Midweek slots per week. The artwork used for the Midweek promotion requires custom asset sizes detailed here, which will be localized by Valve. Midweek discounts default to one week, but by publisher request we can run those discounts anywhere from 3 to 14 days. Weekend DealWeekend Deal promotions are featured on the Steam homepage for 96 hours, from Thursday at 10am Pacific until Monday at 10am Pacific. There are up to six Weekend Deal slots per week. Similar to Midweek promotions, Weekend Deals require custom asset sizes detailed here, which will be localized by Valve. Weekend Deal discounts default to one week, but by publisher request we can run those discounts anywhere from 4 to 14 days.Visual Example of Curated DealsHere's a sample display of the Special Offers carousel on the Steam homepage. Midweek and Weekend spotlights occupy the larger spaces on the left side. Daily Deals are on the right side. A user can page through this carousel, where they'll see multiple spotlights from curated sales, as well as other discounted products that are organically recommended based on current popularity with customers.
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Free WeekendsFree Weekends are promotions where customers have temporary access to your game. Users can try out the game for free, but lose access when the time period expires. This kind of offer is used strategically for certain types of games or circumstances, and is usually paired with a discount to help convert trial players to paying customers. Learn more here.
Stairstep your discountsIt's typically best to ease into discounting, and increase the level of discount over time. For example, a title might move from 33% to 50% to 66% to 75% and beyond over the course of a year or more. Rushing into a 50% or 75% discount weeks after your launch, or releasing with a very high launch discount, sends a bad message to customers who bought at full price and undermines the value of your title.Time discounts to content updatesWhen figuring out your discounting plan, try to make as big an event as possible, ideally tying the discount to a content update as well. While the discount can attract interest, it's even better to show you are committed to your community by improving your product with content updates.Take your sales decay curve into accountIt can be tempting to use small discounts in an attempt to climb the Top Sellers list or gain more exposure in the early days of your title, but look carefully at how many customers are purchasing your product at full price before entering a discount. It's important for customers to feel good about their investment, so it's probably best to use discounts once you've settled into the tail of your sales curve.Discount all associated packages (DLC, Deluxe Editions) at the same timeIf your product has multiple editions or DLC, discount them all together. Discounting only part of your product, or putting the base game on sale this week and the Deluxe Edition next week, dilutes your exposure and prevents you from taking advantage of all the network effects of Steam that happen as more users get excited about your product at the same time. You might not want to match the discount on every package. For example, if one DLC is a year old, and the another just came out, it probably makes sense to choose a different discount percentage for each.
Free WeekendsFree Weekends are promotions where customers have temporary access to your game. Users can try out the game for free, but lose access when the time period expires. This kind of offer is used strategically for certain types of games or circumstances, and is usually paired with a discount to help convert trial players to paying customers. Learn more here.
Stairstep your discountsIt's typically best to ease into discounting, and increase the level of discount over time. For example, a title might move from 33% to 50% to 66% to 75% and beyond over the course of a year or more. Rushing into a 50% or 75% discount weeks after your launch, or releasing with a very high launch discount, sends a bad message to customers who bought at full price and undermines the value of your title.Time discounts to content updatesWhen figuring out your discounting plan, try to make as big an event as possible, ideally tying the discount to a content update as well. While the discount can attract interest, it's even better to show you are committed to your community by improving your product with content updates.Take your sales decay curve into accountIt can be tempting to use small discounts in an attempt to climb the Top Sellers list or gain more exposure in the early days of your title, but look carefully at how many customers are purchasing your product at full price before entering a discount. It's important for customers to feel good about their investment, so it's probably best to use discounts once you've settled into the tail of your sales curve.Discount all associated packages (DLC, Deluxe Editions) at the same timeIf your product has multiple editions or DLC, discount them all together. Discounting only part of your product, or putting the base game on sale this week and the Deluxe Edition next week, dilutes your exposure and prevents you from taking advantage of all the network effects of Steam that happen as more users get excited about your product at the same time. You might not want to match the discount on every package. For example, if one DLC is a year old, and the another just came out, it probably makes sense to choose a different discount percentage for each.
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