Analyst explains why many Steam gamers leave half their library unplayed

Steam users buy games they don't play, likened to collectors hoarding unplayed items.

: Industry analyst Chris Zukowski suggests that a majority of Steam users purchase games with no intention of playing them, comparing them to hobbyists like LEGO builders or Warhammer collectors. He mentions that developers, despite this trend, shouldn't be discouraged as Steam's marketplace attracts buyers during sales events, helping increase revenue. The observation concludes that developers receive 30% revenue from Valve because of this buying pattern among enthusiastic but irresponsible gamers. The insight raises attention to why these 'super gamers' spend impulsively, emphasizing a strong genre focus for effective game marketing.

Chris Zukowski, a prominent industry analyst, compares the behavior of Steam gamers to that of collectors who amass items without using them. This phenomenon is prevalent among LEGO builders, Warhammer collectors, and knitters, all of whom tend to collect more than they utilize. Steam, an online platform developed by Valve for video gaming, frequently sees users purchase games during sales, driven by the allure of deals rather than the intent to engage with the game.

A study by Simon Carless previously noted that more than half of games in an average Steam library remain unplayed, pointing to a trend of unutilized purchases. The fast-paced nature of online sales and the perceived value during discounted events lead many users to invest in games they may never access. This situation creates a paradox where users pay for potential entertainment without committing time to it.

Zukowski illustrates that this habit of purchase without play does not deter game developers. The reason behind this is Valve’s marketplace, which attracts a large, committed audience who are motivated more by acquisition than by actual gameplay. Thus, developers channel efforts towards creating appealing game attributes and genres, which stimulate impulsive purchasing decisions during sales opportunities.

He further notes that developers willingly provide Valve with 30% of their sales revenue as the platform delivers access to what he describes as 'super gamers.' These players, labeled humorously as 'drunken sailors,' are willing to spend expansively, contributing significantly to the financial success of games within this unique market segment.

It appears that understanding the behavior of Steam users allows for strategic marketing approaches, where setting clear genres or categories can attract potential buyers. While not necessarily engaging with the purchased products, these users uphold a marketplace environment that supports developers by frequent program updates and additional revenue streams. This behavior influences future focus in game development, emphasizing the importance of targeted marketing towards gamers most likely to engage during sales seasons.

Sources: TechSpot, How to Market a Game, GameDiscover

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