Lesson 13: Steam/Itch.io Store Setup

Welcome to the exciting world of game publishing! In this lesson, you'll learn how to prepare your 2D platformer game for release on Steam and Itch.io, two of the most popular platforms for indie game developers. You'll create compelling store pages, prepare marketing materials, and understand the requirements for each platform.

What You'll Learn

In this lesson, you'll master:

Platform Requirements - Understanding Steam and Itch.io submission processes
Store Page Creation - Building compelling store listings that convert visitors
Marketing Materials - Creating screenshots, trailers, and promotional content
Pricing Strategy - Setting competitive prices and understanding revenue models
Launch Preparation - Final steps before your game goes live

Why Store Setup Matters

Your store page is often the first impression players have of your game. A well-crafted store page can:

Increase Visibility - Better discoverability in platform searches
Boost Conversions - Turn browsers into buyers
Build Anticipation - Generate excitement before launch
Establish Credibility - Professional presentation builds trust

Understanding the Platforms

Steam - The Industry Leader

Steam Advantages:

Massive Audience - Over 120 million active users
Professional Tools - Comprehensive analytics and marketing tools
Community Features - Reviews, discussions, and user-generated content
Global Reach - Available in most countries worldwide

Steam Requirements:

Steam Direct Fee - $100 USD (refundable after $1,000 in sales)
Steamworks SDK - Integration required for features like achievements
Quality Standards - Games must meet Steam's quality guidelines
Review Process - All games go through Steam's review system

Itch.io - The Indie Haven

Itch.io Advantages:

Developer-Friendly - Higher revenue share (90% to developers)
Flexible Pricing - Pay-what-you-want options available
No Approval Process - Immediate publishing capability
Community Focus - Strong indie developer community

Itch.io Features:

Free to Publish - No upfront costs
Custom Pages - Full control over store page design
Analytics - Basic sales and download tracking
Bundle Support - Easy integration with game bundles

Step 1: Steam Store Setup

Creating Your Steam Partner Account

Initial Setup:

Visit Steamworks - Go to partner.steamgames.com
Sign In - Use your existing Steam account
Complete Application - Fill out developer information
Pay Steam Direct Fee - $100 USD payment
Wait for Approval - Usually takes 1-2 business days

Required Information:

Company Details - Legal business information
Banking Information - For revenue payments
Tax Information - W-9 or W-8 forms
Contact Information - Primary developer contact

Steam Store Page Creation

Essential Store Page Elements:

Game Title & Tagline:

Clear, Memorable Name - Easy to remember and search
Compelling Tagline - One-sentence description
Example: "Pixel Adventure" - "A retro platformer with modern mechanics"

Game Description:

Hook - First paragraph that grabs attention
Features - Bullet points of key gameplay elements
Story - Brief narrative context (if applicable)
Technical Details - System requirements and features

Visual Assets:

Screenshots (Required):

Minimum: 1 screenshot
Recommended: 5-10 screenshots
Format: 1920x1080 or 1280x720
Content: Show gameplay, not just menus

Capsule Images:

Header Image: 460x215 pixels
Small Capsule: 231x87 pixels
Large Capsule: 616x353 pixels
Library Capsule: 374x448 pixels

Trailer Video:

Length: 30-60 seconds recommended
Format: MP4, WebM, or MOV
Content: Gameplay footage with music
Quality: 1080p minimum

Steam Store Page Best Practices

Writing Effective Descriptions:

Opening Hook:

"Jump into a pixel-perfect adventure where every platform tells a story. 
Experience tight controls, challenging levels, and retro charm in this 
modern take on classic platforming."

Feature List:

✅ Tight, Responsive Controls - Precision platforming at its finest
✅ Hand-Crafted Levels - 50+ unique levels with increasing difficulty
✅ Retro Pixel Art - Beautiful 16-bit inspired visuals
✅ Original Soundtrack - Chiptune music that enhances the experience
✅ Multiple Characters - Unlock different heroes with unique abilities

Technical Specifications:

Genre: Platformer, Indie, 2D
Developer: Your Studio Name
Publisher: Your Studio Name
Release Date: [Your Launch Date]
Languages: English, Spanish, French, German

Step 2: Itch.io Store Setup

Creating Your Itch.io Account

Account Setup:

Visit Itch.io - Go to itch.io
Sign Up - Create developer account
Verify Email - Confirm your email address
Complete Profile - Add developer information
Start Publishing - No approval process required

Itch.io Store Page Design

Page Customization:

HTML/CSS Control - Full control over page design
Custom Layouts - Create unique page designs
Embedded Content - Videos, demos, and interactive elements
Mobile Responsive - Ensure mobile compatibility

Essential Page Elements:

Hero Section:

<div class="hero-section">
    <h1>Your Game Title</h1>
    <p class="tagline">Compelling one-line description</p>
    <div class="purchase-button">
        <a href="#purchase">Buy Now - $9.99</a>
    </div>
</div>

Game Description:

Story Overview - What makes your game unique
Gameplay Features - Key mechanics and systems
Technical Details - Requirements and compatibility
Development Story - Behind-the-scenes content

Itch.io Pricing Options

Pricing Models:

Fixed Price - Set a specific price point
Pay What You Want - Let customers choose the price
Minimum Price - Set a minimum for pay-what-you-want
Free with Donations - Free game with optional tips

Revenue Considerations:

Itch.io Cut - 10% to platform, 90% to developer
Payment Processing - Additional fees for payment processing
Taxes - Handle tax obligations in your country
Refunds - Platform handles refund requests

Step 3: Marketing Materials Creation

Screenshot Strategy

Screenshot Types:

Gameplay Screenshots - Show actual gameplay in action
Level Variety - Different environments and challenges
Character Showcase - Main character and abilities
UI Screenshots - Menus, HUD, and interface elements
Art Showcase - Highlight your game's visual style

Screenshot Best Practices:

High Resolution - 1920x1080 minimum
Good Composition - Rule of thirds, interesting angles
Action Shots - Show movement and gameplay
Variety - Different levels, characters, and situations
Quality - No UI bugs or placeholder text

Creating a Game Trailer

Trailer Structure (30-60 seconds):

Opening Hook (0-5 seconds):

Game Title - Clear, readable title card
Tagline - One compelling sentence
Visual Impact - Best gameplay moment

Gameplay Showcase (5-45 seconds):

Core Mechanics - Jumping, running, collecting
Level Variety - Different environments and challenges
Character Abilities - Special moves and powers
Visual Style - Art direction and animations

Closing (45-60 seconds):

Release Information - Launch date and platforms
Developer Credit - Your studio name
Call to Action - "Wishlist now" or "Available now"

Trailer Production Tips:

Music Selection - Use your game's soundtrack
Pacing - Fast cuts for action, slower for exploration
Text Overlay - Minimal text, let gameplay speak
Quality - 1080p minimum, 60fps preferred

Promotional Artwork

Key Art Requirements:

Steam Header - 460x215 pixels
Itch.io Banner - 1200x630 pixels
Social Media - 1200x675 pixels (Twitter/Facebook)
YouTube Thumbnail - 1280x720 pixels

Artwork Design Principles:

Brand Consistency - Match your game's visual style
Readable Text - Clear, legible fonts
Visual Hierarchy - Most important elements first
Platform Optimization - Sized for each platform's requirements

Step 4: Pricing Strategy

Market Research

Competitor Analysis:

Similar Games - Find games in your genre and style
Price Points - Note common pricing ranges
Sales Performance - Check Steam sales data
Review Scores - Quality vs. price correlation

Platform-Specific Pricing:

Steam - Can adjust prices over time
Itch.io - More flexible pricing options
Regional Pricing - Consider different markets
Currency Support - Multiple payment methods

Pricing Models

Fixed Pricing:

Premium Price - $9.99 - $19.99 for indie platformers
Budget Price - $4.99 - $9.99 for smaller games
Premium Indie - $19.99 - $39.99 for high-quality games

Dynamic Pricing:

Launch Discount - 10-20% off for first week
Seasonal Sales - Participate in Steam sales
Bundle Pricing - Offer with other games
Pay What You Want - Itch.io exclusive option

Revenue Projections

Realistic Expectations:

First Month - 100-500 copies (typical indie)
First Year - 1,000-5,000 copies (successful indie)
Steam Sales - 50-80% of total revenue
Itch.io Sales - 20-50% of total revenue

Revenue Optimization:

Steam Wishlists - Build anticipation before launch
Launch Week - Maximize visibility during release
Post-Launch - Regular updates and content
Community Building - Engage with players

Step 5: Launch Preparation

Pre-Launch Checklist

Technical Requirements:

✅ Game Builds - Final versions for both platforms
✅ System Requirements - Accurate hardware specifications
✅ Language Support - Localization if applicable
✅ Age Ratings - ESRB, PEGI, or other ratings
✅ Legal Compliance - Terms of service, privacy policy

Marketing Preparation:

✅ Press Kit - Screenshots, trailers, developer info
✅ Social Media - Twitter, Discord, Reddit presence
✅ Press Outreach - Contact gaming journalists
✅ Influencer Outreach - Reach out to YouTubers and streamers
✅ Community Building - Discord server, forums

Launch Day Strategy

Steam Launch:

Go Live - Make game available for purchase
Social Media - Announce across all platforms
Press Release - Send to gaming news sites
Community Engagement - Respond to comments and reviews
Monitor Metrics - Track sales and wishlist conversions

Itch.io Launch:

Publish Game - Make available for download
Custom Page - Ensure page is fully optimized
Social Sharing - Share across social media
Community Posts - Announce in relevant forums
Analytics Tracking - Monitor download and sales data

Post-Launch Support

Immediate Actions:

Monitor Reviews - Respond to player feedback
Bug Fixes - Address critical issues quickly
Community Engagement - Active on social media
Analytics Review - Analyze launch performance
Press Follow-up - Thank journalists for coverage

Long-term Strategy:

Regular Updates - New content and features
Seasonal Sales - Participate in platform sales
Port Development - Consider other platforms
Sequel Planning - Build on success for next project

Pro Tips for Store Success

Steam Optimization

Wishlist Building:

Early Access - Consider early access for feedback
Demo Release - Free demo to build interest
Social Media - Share development progress
Community Events - Host game jams or contests

Steam Algorithm:

Tags - Use relevant, popular tags
Categories - Choose appropriate game categories
Similar Games - Steam will suggest similar titles
User Reviews - Encourage positive reviews

Itch.io Optimization

Page Design:

Mobile Responsive - Ensure mobile compatibility
Fast Loading - Optimize images and content
Clear Navigation - Easy to find purchase button
Social Proof - Show reviews and ratings

Community Engagement:

Developer Logs - Regular development updates
Player Feedback - Respond to comments and reviews
Bundle Participation - Join relevant game bundles
Cross-Promotion - Partner with other developers

Troubleshooting Common Issues

Steam Submission Problems

Common Rejections:

Quality Issues - Game doesn't meet quality standards
Technical Problems - Crashes or performance issues
Content Issues - Inappropriate content or copyright
Metadata Errors - Incorrect store page information

Solutions:

Quality Assurance - Thorough testing before submission
Performance Optimization - Ensure smooth gameplay
Content Review - Check for copyright issues
Metadata Verification - Double-check all information

Itch.io Technical Issues

Upload Problems:

File Size Limits - Compress large game files
Format Issues - Use supported file formats
Upload Errors - Check internet connection
Processing Delays - Wait for file processing

Page Display Issues:

HTML Errors - Validate custom HTML/CSS
Image Problems - Check image formats and sizes
Mobile Issues - Test on mobile devices
Browser Compatibility - Test across different browsers

Next Steps

What's Next

In the next lesson, you'll learn:

Marketing & Community Building - Building your game's audience
Launch Strategy - Maximizing your launch impact
Post-Launch Growth - Sustaining long-term success

Practice Exercises

Create Steam Store Page - Set up your Steam store listing
Design Itch.io Page - Build your custom Itch.io page
Create Marketing Materials - Screenshots, trailer, and artwork
Set Pricing Strategy - Research and set your game's price

Resources

Steam Resources:

Itch.io Resources:

Conclusion

Setting up your game on Steam and Itch.io is a crucial step in your game development journey. A well-crafted store page can make the difference between success and obscurity. Focus on creating compelling visuals, clear descriptions, and engaging marketing materials that showcase your game's unique qualities.

Remember that store setup is just the beginning. The real work comes in marketing your game, building a community, and continuously improving based on player feedback. Your store page is your game's first impression - make it count!

Ready to build your game's audience? The next lesson covers marketing strategies and community building techniques that will help your game reach its full potential.

Share your store page progress in our Discord community and get feedback from fellow developers!