There are too many Steam Sales and it is starting to be a problem.
These days, getting a game for half the price is easy. Just wait a week, and it’ll be on sale somewhere. But according to recent findings, this constant sales culture might be coming to an end.
Too Many Sales for Video Games
Over the years, Steam has turned into a discount machine. Besides the four major sales, there are now countless events offering games at reduced prices. The problem? Eventually, it loses its appeal. If there's always a sale going on, no discount feels special anymore.
Back in the day, Steam Sales were major events. People filled up their wishlists and waited for the big Summer or Winter Sale. Now? Not really necessary. Games are on sale so often that the urgency to buy right away is fading.
According to a study by Newzoo, this has a direct impact: Sales now generate only a quarter of the traffic they did in 2019.
This drop in effectiveness comes from oversaturation. Game sales are no longer special, so players are less likely to take the time to browse through discounted titles.
For game developers, these sales are becoming less useful. So what’s the alternative?
To stand out in the sea of discounts, devs need to get creative. External platforms are becoming more important for driving traffic to game store pages. Facebook and Reddit often perform better than Google or YouTube. Even Bing can be a valuable tool since its users search more intentionally. Devs should also use social media to get their game noticed. Viral hits like Phasmophobia, Lethal Company, and recently R.E.P.O. gained popularity mainly because of the massive amount of entertaining content shared online.
By the way, here at EarlyGame, we love supporting indie projects and are always open to content suggestions, interviews, and more.
What Does This Mean for the Future?
In the long run, sales might become rarer and more special again. Developers are shifting towards individual discount events rather than the massive Steam festivals. So if you’re looking for a good deal, don’t just wait for the big sales – keep an eye out for targeted discounts on specific games.