Steam Store Launch Ops

Steam Store Launch Ops

Use this skill as a packet-first Steam launch router.

The job is not to dump generic marketing advice. The job is to:

1. identify the current Steam hook,
2. choose the single best packet,
3. separate visibility, promise, proof, timing, and ops honestly,
4. make one-shot Steam constraints explicit,
5. route broader marketing, player-feedback, build, or performance work outward when those are the real problems.

Read these when needed:

• references/intake-packets-and-route-outs.md
• references/diagnostic-model.md
• references/event-hooks.md
• references/checklists.md

When to use this skill

• Review a Steam Coming Soon or live store page before a meaningful public beat
• Diagnose weak wishlist complaints without confusing traffic, conversion, proof, and timing
• Decide whether a demo is ready for public exposure or likely to weaken trust
• Decide whether a Steam Next Fest or similar public beat fits actual readiness
• Turn late-stage Steam launch stress into one checklist/runbook packet instead of a giant marketing rewrite
• Triage Steam-facing creator/outreach readiness only far enough to choose the right next packet

When not to use this skill

• The main job is broad non-game launch/GTM/lifecycle/acquisition work → marketing-automation
• The main job is prioritizing player/demo feedback, confusion, bugs, or playtest notes → game-demo-feedback-triage
• The main job is a red build, packaging failure, or CI/editor log → game-build-log-triage
• The main job is runtime profiling, frame-time diagnosis, Steam Deck perf, or platform bottlenecks → game-performance-profiler
• The main job is milestone coordination across the whole game project rather than Steam-facing launch/store work → bmad-gds

Instructions

Step 1: Classify the request into one packet

Choose the single best packet before giving advice.

Packets

• page-promise-audit — the main risk is page conversion: capsule, screenshots, trailer, short description, tags
• wishlist-signal-check — the user says wishlists are weak and you must separate traffic weakness from conversion weakness
• demo-readiness-gate — the key question is whether the demo helps or hurts the current public beat
• event-timing-workback — the team needs a Next Fest / showcase / timing decision with readiness tradeoffs
• launch-ops-runbook — the page is mostly set, but release timing, creator readiness, review/release controls, or ownership are scattered

If the request mixes several concerns, still choose one primary packet and name one secondary concern.

Step 2: Capture the smallest credible Steam packet

Pull only the minimum evidence that supports a real decision:

• current hook: Coming Soon, weak wishlists, demo publish/update, Next Fest, launch window, or unknown
• page evidence: URL or screenshots, capsule, first screenshots, short description, tags
• proof evidence: trailer link/opening notes, demo status, public-build confidence
• signal context: traffic weak, conversion weak, both unclear, or unknown
• timing context: festival deadline, launch target, demo timing, review/release constraints
• ops context: creator/press materials, keys/outreach, ownership gaps, launch checklist gaps

If the evidence is thin, keep confidence low and choose the smallest safe packet.

Step 3: Name the primary bottleneck

Use the existing diagnostic model, but keep one primary bottleneck.

Primary bottlenecks

• visibility-acquisition
• promise-clarity
• proof-demo-readiness
• timing-hook-fit
• launch-ops-readiness
• evidence-gap

Typical mappings:

• "Wishlists are weak and traffic is weak too" → visibility-acquisition
• "Some people click through but do not wishlist" → promise-clarity
• "The page is okay but the demo may be rough" → proof-demo-readiness
• "Should we do Next Fest now or wait?" → timing-hook-fit
• "We are near launch and materials/checklists feel scattered" → launch-ops-readiness
• "We barely have evidence" → evidence-gap

Step 4: Apply the one-shot Steam rules

Before recommending anything, check the constraints that are easy to miss:

• a pre-release public demo depends on the base game page already being visible as Coming Soon
• the first public demo release gets a limited one-shot notify window to wishlisters/followers
• Next Fest requires a public page, a publicly playable demo by the event start, and current store assets
• Steam review and release still carry manual timing/risk; do not assume everything is automatic

If the recommendation would spend one of these beats on a weak package, say so directly.

Step 5: Choose the packet-specific intervention

Use one packet and one intervention.

page-promise-audit

Use when the page package is the likely bottleneck.

Focus on:

• capsule readability
• screenshot ordering and gameplay proof
• trailer opening
• short-description specificity
• tag coherence

Good next artifacts:

• page rewrite brief
• screenshot reorder brief
• trailer hook brief
• tag audit

wishlist-signal-check

Use when the team is overfitting to weak wishlist results.

Focus on:

• low traffic vs weak conversion
• whether the page package actually matches the audience promise
• whether the demo/proof is missing or weak
• whether a timing/event problem is hiding inside the wishlist complaint

Good next artifacts:

• wishlist signal memo
• page rewrite brief
• visibility push check
• demo readiness checklist

demo-readiness-gate

Use when the demo is the public proof question.

Focus on:

• whether the demo strengthens trust
• whether first-session quality matches the current page promise
• whether the notify/event timing is being spent too early
• whether the better move is polish, delay, narrow the beat, or proceed

Good next artifacts:

• demo readiness checklist
• proof-gap notes
• event timing memo

event-timing-workback

Use when the main decision is whether a public beat fits actual readiness.

Focus on:

• Next Fest or showcase fit
• page/trailer/tag/demo readiness as a set
• whether the event is being treated as a readiness gate or wishful discovery play
• immediate workback tasks before the deadline

Good next artifacts:

• Next Fest runbook
• event timing decision memo
• asset lock checklist

launch-ops-runbook

Use when the core page/demo are mostly acceptable, but launch execution is fragmented.

Focus on:

• review/release timing
• creator/press readiness and key/outreach packet hygiene
• ownership gaps
• launch-day checklist and contingency points

Good next artifacts:

• launch checklist
• launch-day runbook
• creator/outreach prep packet

Step 6: Add route-outs before scope drifts

Route out instead of absorbing adjacent work when:

• the user needs broad acquisition/content/lifecycle/measurement strategy beyond Steam-facing launch/store work → marketing-automation
• the evidence is mostly playtest quotes, user confusion, or mixed demo feedback → game-demo-feedback-triage
• the issue is one broken build, packaging failure, or CI/editor log → game-build-log-triage
• the real blocker is runtime perf, Steam Deck, frame-time, or platform bottlenecks → game-performance-profiler
• the work is broader milestone coordination, milestone risk, or producer-style sequencing → bmad-gds

A trustworthy front door narrows the next move. It does not claim every neighboring game-marketing job.

Step 7: Return one Steam launch packet

Return one concise packet, not a giant essay.

# Steam Launch Packet

## Packet choice
- Primary packet: page-promise-audit | wishlist-signal-check | demo-readiness-gate | event-timing-workback | launch-ops-runbook
- Secondary concern: optional
- Current hook: ...
- Confidence: high | medium | low

## Evidence used
- Page / asset evidence: ...
- Demo / proof evidence: ...
- Signal context: ...
- Timing / ops context: ...
- Missing but important: ...

## Primary bottleneck
- Bucket: visibility-acquisition | promise-clarity | proof-demo-readiness | timing-hook-fit | launch-ops-readiness | evidence-gap
- Why it matters now: ...
- Evidence: ...

## Recommended intervention
- One intervention: ...
- Why this is the shortest credible move: ...

## Priority checks
1. ...
2. ...
3. ...

## Recommended next artifact
- Choose one: page rewrite brief | screenshot reorder brief | trailer hook brief | tag audit | wishlist signal memo | visibility push check | demo readiness checklist | event timing decision memo | Next Fest runbook | asset lock checklist | launch checklist | launch-day runbook | creator/outreach prep packet

## Route-outs
- Skill: ...
- Why: ...
- Packet to pass: ...

## What not to do yet
- 1-3 bullets that prevent folklore, wasted spend, or premature scope drift

Step 8: Verify the boundary before finalizing

Check:

• did you pick one packet instead of mixing page audit, demo QA, outreach CRM, and broad GTM strategy together?
• did you separate traffic weakness from conversion weakness before prescribing page changes?
• did you treat demos and Next Fest as readiness gates rather than generic visibility freebies?
• did you make one-shot timing/review constraints visible when they matter?
• did you route feedback/build/perf work outward instead of stretching this skill?

Output format

Always return a short Steam Launch Packet.

Required qualities:

• one primary packet
• one primary bottleneck
• one next artifact
• explicit uncertainty when evidence is thin
• route-outs when the real job belongs elsewhere
• no giant generic marketing sermon

Examples

Example 1: weak wishlists with some traffic

Input

Our Steam page gets clicks from social posts, but wishlists are still weak. Review our capsule, screenshots, short description, and tags.

Good response direction

• packet: wishlist-signal-check
• bottleneck: likely promise-clarity
• next artifact: page rewrite brief or screenshot reorder brief
• avoids pretending traffic is the only issue

Example 2: Next Fest decision

Input

We want to do Next Fest. The page is up and the trailer is decent, but I am nervous the demo is still rough.

Good response direction

• packet: event-timing-workback or demo-readiness-gate
• bottleneck: proof-demo-readiness
• calls out that Next Fest is a readiness gate
• next artifact: demo readiness checklist or Next Fest runbook

Example 3: launch checklist ask

Input

Give me a Steam launch checklist. We have a page, trailer, demo, and a small creator list.

Good response direction

• packet: launch-ops-runbook
• bottleneck: launch-ops-readiness
• next artifact: launch checklist or launch-day runbook
• keeps page conversion and creator prep in scope only as launch ops, not a full GTM rewrite

Best practices

1. Choose the packet first — the front door should narrow the task immediately.
2. Separate signal from folklore — wishlists, demos, and Next Fest all attract bad default advice.
3. Treat the demo as public proof — not just another asset.
4. Treat Steam timing as a constraint system — Coming Soon, demo notify timing, review/release, and Next Fest all matter.
5. Prefer one next artifact over a giant launch theory dump.
6. Stay Steam-specific — this is the repo’s game-launch exception, not a generic marketing wrapper.

References

• Steamworks Documentation — Visibility on Steam
• Steamworks Documentation — Coming Soon
• Steamworks Documentation — Demos
• Steamworks Documentation — Steam Next Fest
• Steamworks Documentation — Release Process