Unpacking
Game
Documents about Unpacking
Retention: The Most Important Number You Are Not Paying Attention To
Player retention, measured primarily through median playtime, is argued to be the most overlooked metric in game marketing, because promotion is wasted if players quickly abandon a game.
- Retention is a critical marketing metric because games with poor engagement fail to convert players into advocates, leading to lower sales and wasted acquisition efforts.
- Steam’s algorithm favors games with longer retention, as high playtimes increase the frequency of 'friend is playing' notifications and correlate with higher review counts and trust.
- Data from an initial survey of 26 games showed a median demo playtime of only 14 minutes, with the bottom 30% of titles retaining players for 10 minutes or less.
Plus: Back to the Jurassic Forza Era?
Steam is not the whole PC picture, and the early-November 2021 launch slate shows both what the platform's Hype charts capture and what they miss.
- Forza Horizon 5 is the top-hyped upcoming title with approximately 96,000 Steam followers, projecting to reach nearly one million wishlists.
- Jurassic World Evolution 2 is positioned for strong performance, building on the success of its predecessor which achieved nearly two million total sales.
- The indie title Unpacking significantly outperformed expectations, securing over 900 positive reviews shortly after its early November 2021 launch.
Plus: Steam Also - Love Is a Battlefield
This GameDiscoverCo Plus newsletter from mid-November 2021 tracks which new and upcoming PC and console games are performing well, arguing that no low-cost third party analyzes this across multiple platforms.
- Forza Horizon 5 achieved significant commercial success in November 2021, recording over 10,600 reviews and 80,000 concurrent users on Steam during its first week.
- Myth of Empires demonstrated strong market anticipation with 24,000 Steam followers leading up to its release.
- Jurassic World Evolution 2 maintained high player engagement levels despite receiving mixed critical feedback regarding its gameplay progression systems.
Whose Hype Is Converting in November?
The newsletter examines GameDiscoverCo's new "Hype to Reality" (HTR) ratio, which divides a Steam game's first-week review count by its pre-release Hype score (built from followers, wishlist ranking, forum chatter, and publisher track record).
- The Hype to Reality (HTR) ratio, calculated by dividing first-week Steam reviews by pre-release engagement metrics, serves as a primary benchmark for launch success with a median value of 0.15.
- Bright Memory: Infinite achieved the highest performance in the study with an HTR of 1.53, bolstered by a significant Chinese player base and a free upgrade strategy.
- AAA titles including Battlefield 2042 (0.62) and Forza Horizon 5 (0.50) successfully converted high baseline expectations into player engagement, outperforming the 0.15 median.
Why Is Poppy Playtime Doing So Well?
Poppy Playtime, a $4.99 first-person horror puzzle game from the tiny studio MOB Games, is breaking out on Steam in an unusual pattern: it drew 24 reviews on day one but roughly 169 on a single day more than two weeks later.
- Poppy Playtime’s commercial success is driven by content creator virality and the 'creepypasta' subgenre, resulting in an initial two-week sales volume of approximately 75,000 to 100,000 copies.
- Poppy Playtime demonstrated an unconventional growth trajectory on Steam, increasing from 24 reviews on its launch day to over 160 daily reviews just two weeks later.
- Subscription services significantly influence console charts, as demonstrated by Hell Let Loose reaching the top spot on PlayStation due to its inclusion in the PlayStation Plus service.
Designing for Virality: Choo-Choo Charles Edition
Choo-Choo Charles, a horror game in which a spider-train stalks the player, offers a case study in deliberately designed virality and its aftermath.
- External traffic from TikTok and YouTube triggered the Steam Discovery Queue, resulting in 14,000 wishlists in a single day and 85,000 total wishlists within two weeks.
- Platform algorithms are increasingly dictating game funding and discovery, with services like Google Stadia Pro and Apple Arcade prioritizing daily sessions and high-engagement metrics over traditional sales.
- Netflix’s internal content valuation relies on 'adjusted view share' and 'efficiency scores' to measure production costs against customer acquisition and retention rather than raw view counts.
Who's Winning Steam Next Fest So Far?
Steam's June 2021 Next Fest, running through June 22 with more than 700 free demos, is examined through newly available demo concurrent-user (CCU) data.
- Top-performing demos at Steam Next Fest June 2021 reached between 1,000 and 2,000 peak concurrent users (CCU), while a minimum of 50 CCU was required to break into the top 100.
- System-led strategy and simulation games dominated the festival, with titles like My Time At Sandrock leveraging established fanbases to exceed 2,000 CCU.
- Niche simulation concepts, specifically 'reverse city builders' like Terra Nil and 'mundane task' simulators such as Lawn Mowing Simulator and Unpacking, are demonstrating significant player interest.
Plus: Hype Flees for E3, PowerWash's Post-Launch Buzz
This GameDiscoverCo Plus newsletter, covering mid-June 2021, analyzes Steam launch trends and post-release performance for premium PC games while the industry's attention is absorbed by E3-season streaming events.
- Paradox’s Victoria 3 generated significant market demand following its announcement, securing over 33,000 followers and an estimated 300,000 to 350,000 wishlists within two and a half weeks.
- Going Medieval demonstrated strong commercial viability for strategy titles, selling 175,000 copies in its first week of release.
- PowerWash Simulator achieved sustained post-launch performance through influencer-driven buzz, maintaining a consistent rate of 50 new reviews per day despite starting with fewer than 1,000 Steam followers.
Plus: Total War: Warhammer III and Elden Ring Dominate Upcoming Steam Debuts
Elden Ring and Total War: Warhammer III dominate GameDiscoverCo's proprietary scoring of the most anticipated Steam releases for the roughly 30 days following mid-February 2022.
- Elden Ring leads all upcoming Steam titles in wishlists, while Total War: Warhammer III is projected to have secured between 1 and 1.5 million pre-launch wishlists.
- Dying Light 2 achieved 3 million total players in its first week, with an estimated 1 to 1.5 million of those users on the Steam platform.
- Sifu sold 500,000 units across the Epic Games Store and PlayStation consoles within its first five days of release.
The Perfect Steam Trailer, Overlooked Tools, & More
Steam page timing and trailer design anchor this April 2021 edition of the GameDiscoverCo newsletter, which collects practical discovery tips and follow-ups rather than a single lead story.
- Launch Steam store pages 6 to 12 months before release to maximize wishlist accumulation, prioritizing trailers that show the core gameplay loop and UI rather than cinematic footage.
- Video games are now the primary entertainment activity for 26% of Gen Z, outperforming both social media and music consumption.
- Leverage TikTok as a primary discovery engine, as evidenced by titles like Unpacking and Omno, where short, edited gameplay clips drive significant long-tail wishlist growth.
Real Data: Inside Epic's Plans for Epic Games Publishing
Newly surfaced court exhibits from the Apple vs. Epic litigation reveal that Epic Games has shifted away from paying large minimum guarantees to attract exclusives to the Epic Games Store, and toward a multi-platform publishing business, Epic Games Publishing, launched in March 2020.
- Epic Games is shifting away from aggressive minimum guarantee (MG) payments for store exclusivity after finding that titles with MGs under $10 million recouped only 20% of their lifetime forecasts.
- The Epic Games Store struggled with organic discovery for indie and mid-tier titles, leading to significant unrecouped costs for many exclusive releases.
- Epic Games Publishing (EGP) was established to move toward a multi-platform co-publishing model rather than relying on PC-only store exclusivity.
Unpacking Facebook’s Upcoming Changes to Custom Audiences
Facebook's 2018 revisions to its Custom Audiences tool, announced in the wake of the Cambridge Analytica scandal and ahead of the May 25th GDPR compliance date, are examined for what they mean for marketers and for platform power.
- Facebook introduced new requirements for Custom Audiences effective July 2, 2018, mandating that advertisers disclose the source of their data—whether first-party, third-party, or a combination—which will be displayed to users in the 'Why am I seeing this?' portal.
- Advertisers and their partners are now required to certify their business relationships within Facebook’s ad manager suite to ensure accountability for data stewardship across the advertising circuit.
- Facebook previously ended its 'Partner Categories' program, which allowed for the direct integration of third-party data from brokers like Experian and Acxiom, shifting the responsibility of data provenance to the advertiser.