Even the most expensive advertising campaigns are nothing without a good Steam review score. A studio that manages to shift a game’s review score from “Mixed” to “Very Positive” can as much as triple its chance of making a sale from a marketing campaign, a new games industry report has shown.
Games marketing firm Gamesight published the statistic in its latest Performance Marketing Playbook, as reported by GamesIndustry.biz. Gamesight charted the conversion rates of 30 premium games against their respective Steam review scores, showing that every game with a conversion rate over 2% boasted a Steam review rating over 80% positive.
The report also included a case study that followed a single unnamed game’s 21-month marketing campaign, charting the campaign’s success against its review score at the time. The game generally saw a higher conversion rate when its review score was higher, with the conversion rate peaking at over 7% when the game briefly achieved a rating of “Overwhelmingly Positive.”
